Raisio Licenses Honey Monster Brand in UK to Brecks Co


13 Apr 2016 --- Raisio is to license its Honey Monster breakfast cereal brand in the UK to the UK-based cereal supplier Brecks Co. Raisio chief executive Matti Rihko, said: “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.”

The license agreement, which will begin on July 1, will see Brecks Co market and sell Honey Monster products in the UK.

Raisio said the agreement will not have a significant impact on its earnings.

Brecks Co, based in Yorkshire, is a supplier of meat free products, extruded cereals and cereal bars, operating from two manufacturing sites. 

Honey Monsters, previously known as Sugar Puffs, came to market in 1957. The cereal brand became known for its Honey Monster mascot, a large, hairy monster first introduced in 1976 and used in its advertising.

Honey Monster has cut its sugar levels in recent time to account for changing consumer tastes.

In January this year, it cut 25 percent of sugar from the product, a further cut from a previous reduction of over five percent.

Last year, Raisio shut a factory in London which made breakfast cereals,

Earlier this year, the Finnish food group set up a new unit to house Benecol and its snacks brands, which the company said will lead to “improved production and NPD”.

In its latest set of results, Raisio reported a 60 percent increase in full year profits to $70 million, helped by acquiring the rights of Benecol in key European markets.


Related Articles

Food Ingredients News

Sustainable packaging: 100 tons of ocean plastic to be collected by new partnership

23 Mar 2018 --- Waste Free Oceans (WFO) has announced a partnership with Henkel to remove plastic waste from oceans and rivers – and transform it into over a million bottles used for the Lovables laundry brand. The collaboration is, so far, the largest for WFO, with the agreement that it will run for at least three years. Together, the partners aim to remove enough plastic from rivers, lakes, seas, and oceans to produce 100 tons of usable recycled material each year.

Packaging & Technology News

EU Plastics Strategy: Multivac chief calls for responsibility amid digitalization revolution

23 Mar 2018 --- Hans-Joachim Boekstegers, Director and CEO of Multivac has adopted a clear position on the EU's Plastics Strategy, which he has outlined at Anuga FoodTec in Cologne earlier this week. One-third of the plastics-based packaging waste ends up in the environment, largely in the oceans, without any regulation, and in future, there is likely to be a rise in packaging production. “We are therefore convinced, that a high degree of commitment and awareness of responsibility is required, not only by the plastics industry but also by all players in the process chain – this means product manufacturers, producers and packers as well as machine and film manufacturers, retailers and of course consumers,” he said.

Business News

Weekly Digest: Givaudan reaches 2020 goal for water reduction, Fonterra CEO resigns

23 Mar 2018 --- This week, flavor house Givaudan, announced that it has reached its 2020 target for reducing water consumption three years ahead of schedule, Nestlé Waters North America has announced that its Cabazon and Los Angeles, California factories achieved an AWS Gold certification and Arla has scooped first prize of best butter brand at the biannual World Championship Cheese Contest for its product Lurpak butter. Elsewhere, Fonterra has announced that CEO Theo Spierings will leave his role at the company later this year and CEO of GEA, Jürg Oleas is not seeking to extend his term of office beyond December 31, 2019. Also this week, FrieslandCampina introduced a range of organic dairy and Symrise is looking to boost its operations in the West African market.

Business News

Ornua reports “record” €2.1bn revenues, boosted by Kerrygold

23 Mar 2018 --- Irish dairy exporter Ornua has published record revenues of €2.1 billion for 2017, reporting a bumper year of double-digit growth for Kerrygold in Germany and US. This marks the first year of Ornua’s new five-year growth plan, Ornua 2021, which positions the business as a leading global dairy organization, funded by 33 dairy co-ops, which delivers results for its customers, consumers and stakeholders.

Food Ingredients News

Nestlé launches Lindahls Kvarg in the UK

23 Mar 2018 --- Sweden’s no. 1 quark product, Nestlé Lindahls Kvarg range, is launching in supermarkets in the UK this month. High protein yogurt and quark have become increasingly popular for the health-minded consumer, with sales increasing 22 percent (Year on Year), and nearly half of 18-34-year olds in the UK adopting a healthier diet.

More Articles