Honey Smacks cereal (Kellogg’s, 1953 to present)
Kellogg’s Honey Smacks has seen numerous changes since its 1953 introduction. It is still available in the U.S., but has been discontinued in European markets. Honey Smacks is a sweetened puffed wheat cereal.
In 2008 Consumer Reports compared 27 cereals and found that Honey Smacks and Post’s Golden Crisp (known as Sugar Crisp in Canada) contained the highest sugar content; more than 50%. In fact, Honey Smacks contains the same amount of sugar as a glazed donut from Dunkin Donuts.
Originally, the cereal was known (appropriately) as Sugar Smacks. It became Honey Smacks in the 1980s. In the 90s, with their Dig’em Frog mascot, the cereal was known as simply Smacks. In Germany, Spain, Belgium, the Netherlands and France, Honey Smacks was known as Smacks. In the U.S. Honey was re-introduced back into the name. In the UK the cereal was called Sugar Puffs. In Norway and Finland consumers can purchase Honni Korn Smacks. In Australia the cereal has been called Honey Smacks since the 1970s. Unfortunately, Australian, Italian and Mexican consumers can no longer purchase Honey Smacks.
Over the years, Honey Smacks has had various mascots. From its introduction until 1956, various clowns served as the mascots. In 1957 Smaxey, a sailor-suit wearing seal was mascot. In 1961 Hanna Barbera character, Quick Draw McGraw took over. In 1965 The Smackin Bandit, a half-mule, half-kangaroo character that kissed everything was featured on the boxes and in ads. In 1966, the Smackin Brothers took over duties. The brothers wore boxing shorts and gloves. In ads, the brothers would smack each other. On the boxes, however, Star Trek characters were featured. In the early 1970s an Indian Chief appeared briefly. In 1972 Dig’em Frog took over. He held the title of mascot the longest and remains the most popular mascot. In 1982 a heart-shaped dog, Love Smacks took over the job. He loved giving hugs to children. With the introduction of the Honey name in 1986, Wally the Bear scored the job. Unfortunately for Wally, Dig’em came back in 1987 (by popular demand). Dig’em has remained Honey Smacks’ mascot since.