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The history of Honey Smacks spans nearly seven decades, beginning with its 1953 launch to compete in the sweetened puffed wheat cereal market.
Honey Smacks has experienced numerous name changes, a parade of mascots, and even a major salmonella-related recall in 2018.
Yet it has persisted as a notable, albeit controversial, fixture in American breakfast culture.
Honey Smacks was introduced in 1953 by Kellogg's as a direct response to the popularity of Post's Sugar Crisp cereal, which had been launched in 1949.
The cereal was originally marketed under the name "Sugar Smacks," based on its high sugar content and sweet taste profile.
This introduction marked Kellogg's entry into the sweetened puffed wheat cereal market, initiating a decades-long competition between them and others in the cereal wars.
When Sugar Smacks debuted in 1953, it boasted an astonishing 56% sugar content by weight, making it the sweetest cereal on the US market at the time and even surpassing its competitor Sugar Crisp (later Golden Crisp) which had 51% sugar content.
Remarkably, over half a century later in 2008, a Consumer Reports study revealed that Honey Smacks (the rebranded name for Sugar Smacks) still maintained its position as one of the most sugar-laden cereals of all time.
Its sugar content is comparable to that of a glazed donut from Dunkin' Donuts!
The cereal changed up its name over the years.
It was introduced as "Sugar Smacks" in 1953, it was rebranded to "Honey Smacks" in the 1980s to downplay its sugar content.
It was then briefly simplified to just "Smacks" in the early 1990s, and finally reverted to "Honey Smacks" in 2004 in the US market.
Some international markets like Germany and Spain continue to use the shorter "Smacks" name.
Honey Smacks has featured a colorful parade of mascots throughout its history, starting with Cliffy the Clown in 1953.
Smaxey the Seal in 1957.
The Hanna-Barbera cartoon character Quick Draw McGraw in 1961.
The rambunctious Smackin' Brothers in 1966.
The beloved Dig'em Frog in 1972.
In a surprising move, Kellogg's replaced Dig'em Frog with Wally the Bear in 1986, hoping to capitalize on the association between bears and honey.
However, this change proved unpopular with consumers, leading to demonstrations by college students and public demand for Dig'em's return.
The frog was reinstated one year later in 1987.
In June 2018, Kellogg's initiated a voluntary recall of Honey Smacks cereal due to a salmonella outbreak that ultimately affected 135 people across 36 states, leading to 34 hospitalizations.
It prompted the Centers for Disease Control and Prevention (CDC) to issue a stark warning urging consumers to avoid the product entirely, regardless of package size or best-by date.
Following the extensive 2018 salmonella-linked recall, Kellogg's took the opportunity to update the Honey Smacks recipe, relaunching the product in November of that year with what the company described as a "simpler, updated recipe" and moving production to a company-owned facility.
However, this reformulation was met with significant backlash from longtime fans, with many consumers taking to the Kellogg's website to express their disappointment, claiming the new version tasted stale or bland.
They pleaded desperately for a return to the original recipe.
Recently, the Korean snack Jolly Pong has emerged as a direct challenger to Honey Smacks cereal.
The Korean product delivers a similar puffed wheat base but distinguishes itself through deliberate restraint in its sweetness profile.
Jolly Pong contains 9 grams of sugar per cup - precisely half of Honey Smacks' 18-gram measure.
Its wheat puffs carry a matte surface rather than Honey Smacks' characteristic glaze, and its texture strikes a calculated balance between crispness and milk absorption.
These qualities have attracted consumers seeking the familiar wheat-based crunch but with less sugar content.
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