By John McCarthy

Cereal brand Sugar Puffs has been fully rebranded by Halo Foods as ‘Honey Monster Puffs’ to distance the product from its sugary past which is believed to be responsible for a recent slump in sales.

Following a 16 per cent drop in sales in the first half of 2014, which Halo Foods has attributed to parents looking for a more health-orientated diet for kids, long-standing brand mascot, the Honey Monster will be given a larger role in the cereal’s marketing, now also being included in the title.

Despite dropping sugar from the title, the cereal will only contain under one gram less Read full story ›

Source: The Drum