Product Code Database
Honey Smacks (formerly known as Sugar Smacks, known simply as Smacks in some international markets) is a sweetened puffed wheat breakfast cereal made by Kellogg Company, noted for its high sugar content. It was introduced in the early 1950s.
In the UK in 1957, a similar product called Sugar Puffs debuted.
In Norway and Finland, it is known as "Honni Korn Smacks".
In Australia, the cereal had been known as Honey Smacks since the 1970s. However, Kellogg's Australia no longer markets the brand.
In a 2008 comparison of the nutritional value of 27 cereals, US magazine Consumer Reports found that both Honey Smacks and the similar Golden Crisp were still the two brands with the highest sugar content, more than 50 percent (by weight), commenting "There is at least as much sugar in a serving of Kellogg's Honey Smacks ... as there is in a glazed doughnut from Dunkin' Donuts". Consumer Reports recommended parents choose cereal brands with better nutrition ratings for their children. "Better cereal choices for kids? Some child-focused products are 50 percent sugar." consumerreports.org (Accessed October 2, 2008, archived from the original by the Internet Archive)
The product title Honey Smacks is incongruous, if not misrepresentative, since honey is actually a minor ingredient in the recipe. The ingredient label indicates that sugar and dextrose are at least two-thirds of the sugar ingredients by weight. Conversely, the proportion of honey in the recipe could range from trace amounts to one-third.
Various served as the advertising mascot from 1953 to 1956, including Cliffy the Clown and Lou Jacobs from the Ringling Brothers and Barnum and Bailey Circus. Ads with these clowns were known for showing them doing the "Sugar Smack Swing".
Smaxey the Seal
In 1957, a sailor-suit-wearing Pinniped named Smaxey became the mascot.
Quick Draw McGraw
The Hanna-Barbera cartoon horse sheriff, Quick Draw McGraw, took over in 1961.
The Smackin' Brothers
In 1966, the Smackin' Brothers, two cartoon boys who loved to roughhouse, became the new mascots. These ads usually featured the brothers wanting Sugar Smacks but winding up smacking each other instead. Also during 1966, promotional box designs were briefly introduced featuring characters from Star Trek. Later commercials were similar to most Cheerios commercials as they demonstrated how the cereal was "vitamin-powered". Paul Frees narrated these ads.
Dig'em Frog
In the early 1970s, an Indian Chief appeared briefly, replaced by Dig'em Frog in 1972. He continued as the mascot when the cereal was rechristened Honey Smacks in the early 1980s. In these ads, Dig'em would appear in front of a group of kids, and they would eat some cereal together.
Wally the Bear
Dig 'em was replaced by an animal more associated with honey, Wally the Bear, in 1986 (1984 in France). These ads featured Wally (not to be confused with the Wally Bear from Wally Bear and the NO! Gang) pestering a kid eating a bowl of Honey Smacks and doing anything to get some, and the kid would always refuse or just ignore Wally completely. Animated by Kurtz & Friends, these commercials performed poorly since they seemed too much like the Trix commercials, and Dig'em Frog was brought back the following year by popular demand.
Dig'em Frog (redux)
During the 1990s, advertising campaigns for the cereal featured Dig'em attempting to have a bowl of Smacks while trying to outsmart his nemesis, Kitty. By 1997, these commercials were discontinued. Dig'em's voice was provided by Len Dresslar and later Frank Welker.
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