Breakfast cereal brand Honey Monster will become the first manufacturer to introduce a resealable feature to its traditional cereal carton, in response to growing consumer demand.

The new packs of Honey Monster Puffs will feature a resealable red tape on the inside bag, giving consumers the confidence that their breakfast cereal will stay fresh. Honey Monster has developed the new format for its 625g family packs following consumer research that showed families are opting for the larger pack sizes when it comes to cereals, but are conscious of wastage if the cereal carton is not kept airtight once opened.

Andy Valentine, marketing director at Halo Foods, says, "Were thrilled to be the first brand to bring this concept to the cereal market. Households typically have three or four boxes of cereal open at any one time, so we feel its important that every time they go for the box of Honey Monster Puffs, the product is as fresh and great tasting as the first time they opened it.

"The resealable packs will be trialled on our large family packs in the first instance, with a view to rolling this out across our range in the coming months."

Dr John Briggs, senior sustainability consultant at international sustainability consultancy Sancroft, welcomed the move. "Food waste is a major issue in the cereals sector and therefore this innovation by Halo Foods should be applauded. We would encourage other cereal providers to follow Halos lead in order to continue the momentum it is generating," he says.