Sugar Puffs

Sugar Puffs is a breakfast cereal made from wheat and glazed in honey and brown sugar. For many years it was made by the Quaker Oats Company but in 2006 it was sold to Big Bear t/a Honey Monster Foods. It was first launched in 1957 with Jeremy the Bear but Sugar Puffs really came to fame when they introduced the Honey Monster in the 70’s. Honey Monster went on to lead many campaigns including appearances with Boyzone and Newcastle United footballer Alan Shearer.

Product information
Sugar Puffs are made from durum wheat, which is puffed using heat. The wheat puffs are then glazed with honey and sugar.

Hive Action
In February 2007, Sugar Puffs and the newly returned Honey Monster launched the Hive Action campaign. Hive Action is a year long fundraising collaboration with Hives Save Lives Africa. The project aims to promote the power of honey in Africa to alleviate poverty and is supported by Ben Fogle and Liz McClarnon of Atomic Kitten.

Advertising
Sugar Puffs advertisements can clearly be seen in the 1966 film Daleks: Invasion Earth 2150 A.D. They helped to finance the film, and in return held a giveaway contest in which the grand prize was a real Amicus "Film Dalek."

The Honey Monster was first seen on TV in the 1970s in an advertisement created by Pat Dobbin of NUI Galway mime troup supermime2000. The ad focused around a nutritional message which was illustrated by a mother (played by Henry McGee) and child (the Honey Monster) relationship. The mother was responsible for what the child was eating. The child wanted honey and would cry “Tell them about the honey mummy!”.

There have been other television adverts throughout the years which include children turning into Honey Monsters with the slogan at the end "You'll go monster mad for the honey" and the Honey Monster playing football.

In the British comedy sries, Little Britain, one of the characters presents a board of managers with several unusual ideas for cereal brands, one of which is "Sugar Poofs," which apparently consists of "Real gay men, frosted with layers of sugar!"

In 2006, the Honey Monster brand was aquired by Big Bear Ltd, owners of Fox's Confectionary, based in Leicester. The products under the Honey Monster title continue to be manufactured at the site in Southall, Middlesex.

Back office, sales and distribution for both companies is carried out by marketing company, SHS Sales and Marketing, based in Cheltenham, Glos. Their centralised transport and logistics, Farmlea GFoods, are based in Belfast, Northern Ireland