Honey Monster is back on TV after four years to raise the profile of HM Foods' range of cereals beyond Sugar Puffs.

The £3.2m campaign, which is launched this week, is intended to stem falling sales after Sugar Puff's value fell 9.6% to £18.5m in the year to October [Nielsen].

The ad, which will also feature Honey Meltz and Honey Waffles, will appear on Nickelodeon as well as Five and GMTV, but is primarily targeted at the two-thirds of its consumers who are adults.