In the UK, the cereal Sugar Puffs has been a familiar staple in local advertising and supermarkets for years. However, the Drum reports that this brand is undergoing a change to focus more on a health-centered customer base. Will the name change alone be enough, though? Consumers today are smarter and more empowered than ever, and are able to easily fact-check claims on food labels.
The cereal's new name will be "Honey Monster Puffs," a reference to the longtime mascot of the brand, the giant, shaggy Honey Monster. Having been in use for more than 30 years, this mascot is already publicly identified with the brand, but the clear hope is that focusing on the word "honey" in the product name will resonate with customers better than "sugar." Although the cereal will contain marginally less sugar, it will also boast 20 percent more honey.
The Daily Mail spoke to Helen Bond, who said that the difference between these two additives is negligible from a nutritional standpoint.
"Although honey is seen as more 'natural' than added sugar, it is still counted as a 'free sugar' – i.e. one that has been added to a product rather than say lactose, a sugar found naturally in milk," she said. "Once broken down in the body, honey will do exactly the same thing as the added sugar would have."
Whether your company is looking to change a brand entirely or just move a new image into the forefront, the label printers you use will be a key part of making this shift successfully and bringing a new focus to the product.
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