Sugar Puffs slash the sugar
SUGAR levels in what were once named Sugar Puffs are being cut by 25 per cent.
The move is part of the ongoing rebranding of the cereal following concerns about sugar and obesity.
The word sugar has been removed from the front of packs, with the cereal now called Honey Monster Puffs.
Sugar Puffs launched in 1957 and the brand enjoyed a successful marketing campaign fronted by the Honey Monster. As health concerns rose, sugar levels were cut and the manufacturers changed the name. The new pack has a strapline stating: ‘Wheat puffs with a dash of honey.’
While honey has a positive image because it is a natural product, it is no healthier in terms of calories and weight gain than refined sugar.
The new version of the cereal is 25 per cent lower in sugar at 6.6g per 30g serving. That is equivalent to 1.65 teaspoons and qualifies as amber – rather than red for high – under the traffic light health labelling system.