Sugar Puffs packaging, with the Honey Monster, the advertising face of the cereal

Sugar Puffs is a breakfast cereal made from sugar coated wheat that is sold in the United Kingdom. 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.

Sugar Puffs was first launched in 1957 with Jeremy the Bear. They were invented by William Halliday Davies (1919-2009), production manager at the Quaker Oats mill in Southall, London. The Honey Monster campaign in the 1970s was very successful. Honey Monster went on to lead many campaigns including appearances with Boyzone and ex-Newcastle United footballer Kevin Keegan, with actor Roman Stefanski playing the Honey Monster.

In 2006, the Honey Monster brand was acquired by Big Bear Limited based in Leicester. The products under the Honey Monster title continue to be manufactured at the site in Southall, Middlesex.

[edit] Product Information

Sugar Puffs are made from wheat, which is puffed using heat. The wheat puffs are then glazed with glucose-fructose syrup and sugar.

[edit] Advertising

Sugar Puffs posters can clearly be seen in the 1966 film Daleks - Invasion Earth 2150 AD. They helped to finance the film, and in return held a giveaway contest in which the grand prize was a Dalek prop made for the film.

The Honey Monster was first seen on TV in 1976 in an advertisement created by John Webster of the advertising agency BMP.^[1] 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!".

"You'll Go Monster-Mad For The Honey!!": In the late 1980s, "Sugar Puffs" adverts featured the slogan "You-ll Go Monster-Mad For The Honey". These adverts portrayed children trying to get access to a packet of Sugar Puffs with someone or something then preventing them from getting the Sugar Puffs. The children would then cry "I Want My Honey!!" and they would then turn into the Sugar Puffs Honey Monster and thus get the Sugar Puffs.

There were a number of settings for these adverts. The adverts themselves were: (A) "Breakfast time": Where a boy tries to reach a packet of Sugar Puffs on a fairly high cupboard. (B) "School History Class":Where are class of children turned into the Honey Monster after seeing a Sugar Puffs delivery lorry pull up outside their classroom. (C) "Boyscouts": Where three boyscouts turned into the Honey Monster after their tent zipper failed to undo properly. (D) "Fairground": Where a girl tried to win a packet of Sugar Puffs at a hoop-throwing stall. (E) "School Tour". (F) "Desert Island".

After these adverts, the Sugar Puffs Honey Monster was then seen in adverts in which he was depicted playing soccer and also as a James Bond-style hero.

In March 2008, a new campaign was launched with a television advert. The spot features Honey Monster and his housemate sitting at their breakfast table, crimping about Sugar Puffs. Finishing with the strapline ‘Feed the fun’, the advert represents the idea that Honey Monster brings out the child in everyone.

In August 2008 the Honey Monster featured in a charity video and single by the group Samanda, called "Honey Love".

Sugar Puffs is also mentioned in almost every performance of the hit West End musical, "Billy Elliot". When Billy is trying to find an excuse to leave the house, he keeps on coming up with things to go to the store for; one of them is Sugar Puffs.

[edit] References

[edit] External links

• Honey Monster Foods website

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