KELLOGG’S HONEY SMACKS
THE SWEET RISE
OF SUGAR SMACKS
Kellogg's introduced Honey Smacks in 1953, originally under the name Sugar Smacks. It was a sweetened puffed wheat cereal created to compete with the growing popularity of similar wheat cereals on the market. Made from puffed wheat coated in sugar, the cereal quickly became popular with children and families as it was one of the earliest examples of the pre-sweetened cereals that would come to dominate breakfast cereal aisles throughout the twentieth century. In 1972, Kellogg's introduced the green Dig'em Frog mascot, who became the cereal's longest-running mascot. The catchphrase "Dig 'em!" became closely associated with the brand and helped make the cereal one of Kellogg's most recognizable products.
DIG’EM FROG
TAKES THE SPOTLIGHT
Later in 1980, the cereal was renamed Honey Smacks as many manufacturers removed the word "sugar" from their product names in response to changing consumer attitudes toward nutrition and breakfast foods and to appeal more to parents. Despite numerous packaging updates and advertising campaigns, Honey Smacks has remained mostly unchanged. Kellogg's briefly replaced the Dig'em Frog with Wally the Bear, but consumer demand quickly led to the return of the popular frog mascot. Today, Honey Smacks remains one of Kellogg's longest-running cereal brands and continues to be recognized for its unique classic flavor.
