Overview

• Shoppers have found Kellogg’s Smacks on Morrisons shelves priced at £2.50 per pack without any official announcement from the company.
• The sweetened puffed wheat cereal is already popular in the United States as a classic crunchy breakfast cereal with a honey-sweet taste.
• A post in the Facebook group Snack Reviews drew hundreds of comments from members who said Smacks closely resembled the discontinued Sugar Puffs.
• Sugar Puffs were rebranded by Quaker Oats in 2014 as Honey Monster Puffs with a reduced sugar recipe following government efforts to curb sugar in children’s foods.
• The Smacks launch follows a wider pattern of reviving nostalgic food products that have recently returned to UK stores.