Honey Monster to front Quaker launch

Quaker, the PepsiCo-owned cereal and snack business, is extending its Honey Monster character into a brand with the launch of a dedicated children’s cereal called HMs. It is the first time the 28-year-old character has been developed away from it position as the Sugar Puffs brand icon.

The cereal, which is made up of sugar-coated Hs and Ms, will use the character on its packaging and advertising, which is expected to include a significant television campaign, which will be created by Abbott Mead Vickers.BBDO and is expected to launch this year.

Industry insiders say that it is a natural development of Honey Monster, which has been a successful ambassador for Sugar Puffs since its was created by advertising agency Boase Massimi Pollitt, now DDB London, in 1976. However, they question the long-term potential for the brand and believe that it is being launched to generate interest in Sugar Puffs.

The £1.4bn UK cereal market is dominated by Kellogg and Weetabix, which is the market leader. The sector has been criticised in recent weeks after a report by the Consumers’ Association found that many cereals marketed to children contain high levels of sugar, salt and fat, and low levels of fibre.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here