Britain's most iconic yellow monster returned to the small screen this week as part of a new £1.2m push for Honey Monster's pre-sweetened Honey Waffles cereal.

The new commercial the first TV advertising for the three-year-old product introduces Honey Monster's best friend Charlie and tells the story of how he struggles to keep his furry friend hidden from his family when he goes in search of Honey Waffles.

"We're thrilled with the ad and look forward to seeing its impact on the future growth of the Honey Waffles brand," said Honey Monster Foods marketing director Jane James.

"We think it perfectly recaptures the naïve and lovable personality that has given the Honey Monster such an enduring appeal for adults and children over the years".

The commercial is being supported by online and PoS activity.