Golden Crisp

Golden Crisp is a breakfast cereal made by Post Cereals and introduced in 1949. It consists of sweetened puffed wheat.

In a 2008 comparison of the nutritional value of 27 cereals, U.S. magazine Consumer Reports found that Golden Crisp was one of the two brands with the highest sugar content - more than 50 percent (by weight) -, commenting that one serving of this or other high-sugar cereals contained at least as much sugar "as there is in a glazed doughnut from Dunkin’ Donuts" and recommending parents to choose cereal brands with better nutritional ratings for their children. [ [http://www.consumerreports.org/health/healthy-living/diet-nutrition/healthy-foods/breakfast-cereals/overview/breakfast-cereals-ov.htm Better cereal choices for kids? Some child-focused products are 50 percent sugar] consumerreports.org (Accessed October 2, 2008)]

Marketing

The advertisements feature its mascot, an anthropomorphic cartoon bear character known as "Sugar Bear", who sings the jingle, "Can't get enough of that Golden Crisp." In the 1980s, Sugar Bear could turn into "Super Bear" upon eating it, and the jingle was appended, "it's got the crunch with punch". Sugar Bear's voice was reminiscent of Bing Crosby.

Golden Crisp has undergone drastic changes in marketing over the years, including changing the name from Sugar Crisp to Super Sugar Crisp to Super Golden Crisp to the current name. The focus of advertising shifted from targeting children to including parents, by downplaying the sweet taste (and associated sugar content). Sugar Bear is now rarely even referred to by name.

The product is still sold as Sugar Crisp in some areas, mainly in the Canadian market.

Cultural references

* The theme song was referenced in The Simpsons episode "Treehouse of Horror X" segment titled "I Know What You Diddly-Iddly Did" - Homer (sung to the Golden Crisp theme) "Guess I forgot to put the fog lights in," just prior to Marge hitting a werewolf Flanders with the car.

References