Blog: Follow the Honey Monster…

Catherine Sleep | 2 August 2006

Having grown up in the 1970s, I find it exciting that the Honey Monster has a new home. Big Bear, established in 2003 to acquire Fox’s Confectionery from Northern Foods, has a stated mission of acquiring what it calls ‘under-invested heritage brands’ and then building them.

Big Bear has just announced it will buy Sugar Puffs and Harvest Cereal Bar brands from Quaker. Harvest, yeah well, whatever, but hey, the Honey Monster’s on the move…..!

“Tell them about the honey, Mummy!” and so on.

It appears I’m not alone in wallowing in nostalgia, as 63% of current consumers of this out-and-out kids’ product are adults. This could of course be linked to the fact that it has the word Sugar in its name, which currently vies with Salt as Worst Offender in the child nutrition sector. This will indeed prove the biggest challenge for its new owner as it will need to take account of a heightened public awareness of health issues.

Honey Monster teams with Big Bear


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