Sugar Puffs's Slogans & Taglines

Honey Monster Puffs is a British breakfast cereal brand originally launched in 1957 as Sugar Puffs by Quaker Oats at its Southall mill. Created by production manager William Halliday Davies, the product is a honey-flavoured, sugar-coated puffed wheat cereal that became a staple of British childhood. In 1976, the brand introduced the iconic Honey Monster mascot, propelling it to national fame. The brand was acquired by Big Bear (trading as Honey Monster Foods) in 2006 and later transferred to Brecks Company in 2016. In 2014, facing growing health concerns, the brand was renamed Honey Monster Puffs with a reformulated recipe containing less sugar, more honey, and added vitamins and iron. In 2018, the brand received a further visual refresh and recipe update.

Brand messaging has been defined by one of British advertising’s most enduring catchphrases. The 1976 debut campaign introduced the iconic demand Tell 'em about the honey, Mummy!, which became a playground favourite for generations. Between 1989 and 1991, the tagline shifted to You’ll Go Monster-Mad For The Honey, reinforcing the mascot’s chaotic, honey-obsessed personality. The brand’s evolution from Sugar Puffs to Honey Monster Puffs reflected a broader industry pivot toward reduced-sugar positioning while retaining its nostalgic, family-friendly identity.