Honey Monster sold under licence to Brecks Co

By Michelle Perrett

- Last updated on GMT

Monster deal: Brecks Company has taken on the Honey Monster cereal business
Monster deal: Brecks Company has taken on the Honey Monster cereal business
Selby-based food manufacturer Brecks Company has taken on the Honey Monster cereal business under licence.

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.

Invested £3M

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.

Healthy snacks

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

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Foul tastless ruined

Posted by Lisa,

What have u done to these, disgusting

Report abuse


Posted by Lisa groom,

Omg what have u done to sugar puffs, revolting, hard, tasless foul, would never biy again

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Honey monster puffs

Posted by Darlene lathall,

Just bought honey monster puffs what was sugar puffs
What the hell have you done to them
They are the most revolting thing I have ever tasted
They are bland dry and tasteless
The most disgusting cereal food ever.
Please put them back to the way they where
Stop mucking about with food
In moderation there was nothing wrong with sugar puffs
Leave food alone
I for one will not be eating any more ugh!

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