Raisio's UK arm Halo Foods has launched a low-sugar, multi-grain version of its Honey Monster Puffs cereal.
The company claims Honey Monster Multigrain Honeycomb contains "even less" sugar than the reformulated traditional Honey Monster Puffs product, and is the first to receive an amber traffic light for sugar under the UK's front-of-pack nutrition label scheme.
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Halo said the move signalled "the brand’s ongoing commitment to reducing sugar levels in its cereal and promoting the product to be enjoyed as part of a healthy and active lifestyle".
When Raisio reported its first-quarter results in May, group CEO Matti Rihko admitted the company's UK cereal and snack bar units had "under-performed".
Andy Valentine, marketing director at Halo Foods, said: "We led the way last October with the re-brand by reducing the product’s sugar content and introducing traffic light GDA’s on front of pack. The introduction of Multigrain Honeycomb signals our next step on the ongoing journey for health reformulation and to promote Honey Monster Puffs products as part of a healthy and active lifestyle."
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The product will be launching in retailers nationwide from August in 300g packs at an RRP of GBP2.29 (US$3.58).
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