The company behind Sugar Puffs plans to revive the hot cereals category with the launch of Honey Meltz on October 15.
The product is a new porridge with nuggets of honeycomb which melt as the porridge is warmed.
This is Honey Monster Foods’ first venture into the hot cereal category, a market currently worth £89 million and rapidly expanding in terms of both value and volume.
Head of Marketing at Honey Monster Foods, Jane James, said,“The timing of the Honey Meltz launch is perfect, as forecasters predict the big freeze is on its way with temperatures set to drop dramatically in October.
“We spotted a gap in the market for a more unique porridge. In our research Honey Meltz significantly outperformed competitors when it came to taste.”
The product will retail at £1.59 for 500g.