Quaker's Sugar Puffs has been given a makeover and a £2.5m advertising campaign in a bid to increase sales.
New packs have a "fresher feel", said the company, with brand ambassador Honey Monster getting an even greater presence on the front.
The design makes it look like he is standing behind the box, presenting it to the customer.
According to Quaker's latest research, Honey Monster was still considered to be a "cool" icon for kids.
Ads run from this month, while an in-pack promotion offers pairs of Puma-branded fingertip football boots to coincide with the start of the soccer season.