From July 1, 2016 Brecks will be marketing and selling Honey Monster products in the UK.
The food supplier has agreed the deal with Finnish food giant Raisio Group, which said it planned to focus its operations on core healthy snacks.
Brecks was established in 1992 and produces a range of cereals at its two UK factories. In 2011 it invested £3M in its Selby factory in North Yorkshire following funding from Yorkshire Bank.
Brecks also has a dedicated meat-free factory at its Selby site and it now supplies meat-free products to retail.
The Brecks Company turned over £11.9M in the year to March 31, 2015, making pre-tax profits of £844,767, almost double that of the previous year.
Raisio chief executive Matti Rihko said that in line with its agreed strategy, the company, would continue with its focus on healthy snacks.
“Ready-to-eat breakfast cereals are not at the core of Raisio’s strategy so the licensing of the Honey Monster brand is a good solution that ensures that Honey Monster cereals will continue to be available to British consumers,” he said.
Raisio is known for its innovations including the cholesterol-lowering Benecol. Raisio's main products include breakfast, snack and baking products, the ingredient of plant stanol ester in Benecol products as well as the Benecol range, confectionery and feeds for livestock and fish.
Key market areas are Finland, the UK, Russia, Ukraine, Poland and the Czech Republic.
The history of the Honey Monster
- Sugar Puffs was first launched in 1954
- It was invented by William Halliday Davies, production manager at the Quaker Oats Mill
- The Honey Monster, the large hairy creature, was introduced in 1976
- In 2006 it was sold to Honey Monster Foods in Leicester
- In 2011 the Honey Monster joined the Raisio Group, as one of its first international acquisitions
- In 2014 the product changed its name from Sugar Puffs to Honey Monster Puffs
- Famous for saying: “Tell them about the honey, Mummy”