The Honey Monster cereal portfolio is being expanded with new Honey Monster Oat Puffs (rrp £2.49).

Gary Lewis, Managing Director of Brands at Brecks food, said: “Our relaunched, reduced sugar Honey Monster Puffs has been incredibly well received but we’re not stopping there. Since acquiring the brand we’ve been working hard, constantly looking for opportunities to expand the cereal category and introduce more people to the iconic Honey Monster brand.

“We want to create products that fit in with changing consumer habits which includes reducing sugar levels and increasing fibre whilst ensuring our products still taste great. Honey Monster Oats is the first in a line of new products we plan on unveiling over the next 12 months as we look to bring more choice and excitement to the cereal aisle.”

Monster Brands is also responding to changing consumer shopping habits and is introducing a new line of 35g sample-size bags (rrp 45p) for its Honey Monster Puffs and Good Grain brands. The bags are ideal for those looking to grab cereal on-the-go.

Honey Monster Puffs, Good Grain Puffed Wheat and Good Grain Multi Grain will all be available in 35g pack sizes through grocery, convenience and foodservice outlets from April.