Iconic cereal brand Honey Monster Puffs is being relaunched with a lower sugar content and new packaging, as it evolves to become more relevant for the modern consumer.

Since acquiring the Honey Monster Puffs brand from Halo Foods last year, Monster Brands has spent 12 months investing in and developing the cereal. The business has focused on finding ways to celebrate the playful personality that Honey Monster Puffs is known for while delivering a new lower sugar level to support consumers in making healthier breakfast choices for the whole family.

The result of the investment is the launch of a new recipe cereal with a lower sugar content of 6.6g per 30g serving, half the sugar level of the original recipe. The packaging has also been updated and modernised, as has the Honey Monster himself, resulting in a new, healthier and more relevant cereal.

Gary Lewis, managing director of brands at Brecks food (of which Monster Brands is a division), says, "There is still a concern over the sugar levels in cereals with 48% of parents deeming it hard to find a low sugar cereal. However, 41% of breakfast eaters say they value taste over healthiness which shows there is a clear demand in the market for a product that can deliver both.

"Honey Monster Puffs offers a great balance of flavour and nutrition to give consumers a breakfast that is sweet and tasty, but can give families a great start to their day. By bringing a new look and new recipe Honey Monster to the breakfast table, we’re hoping to revive the cereal market with some honest fun that will brighten up everyones morning.

"Were not stopping here though, we will be continuing to bring more choice into the cereal category with exciting new varieties launched later this year to ensure busy families are provided with filling and tasty breakfast options that fit in with changing lifestyles and eating habits."

New Honey Monster Puffs, available as 320g, 450g and 625g packs, will appear on shelves from the end of March.