The well-known fluffy yellow monster is rebranded!


The cereal with the well-known yellow, fluffy monster on the box has been rebranded, taking on a more “natural” look to reflect a new recipe with 25% less sugar.

As the new recipe takes the cereal below the 'high in sugar' boundary, the rebrand drops the “warning sign-esque” red logotype, for a flattering yellow and white one.

The packaging design has also been stripped back, replacing the photographic style with a more illustrative one. The sky and grass imagery has been removed and replaced with a light blue background, and an entirely blue, white and yellow colour palette has been incorporated.

The brand’s yellow monster is still central to the branding, but has been redrawn to have a “naïve, storybook feel”.

The recipe change follows a recent name change for the brand, which was previously called Sugar Puffs.

'Tell them about the honey, mummy!'

WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

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