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.