Golden Crisp

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Golden Crisp, originally marketed as Sugar Crisp, is a breakfast cereal made by Post Cereals which consists of sweetened puffed wheat. It was introduced in the US in 1948 as Sugar Crisp.[1]


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 commercials, Sugar Bear could turn into "Super Bear" upon eating it. This was dropped in the mid-late 1980s, where he would simply defeat his foes with a "vitamin-packed punch" as Sugar Bear. The jingle was also appended to include "it's got the crunch with punch", although this was dropped in later years. Sugar Bear's voice, provided by Gerry Matthews for forty years, was reminiscent of Bing Crosby or Dean Martin.

Sugar Crisp has undergone drastic changes in marketing over the years, including changing the name to Super Sugar Crisp, and then Super Golden Crisp, and finally Golden Crisp (during a time when many cereals dropped the word "Sugar" from their titles) to the current name. The focus of advertising shifted from targeting children to including parents, by downplaying the sweet taste (and associated sugar content).

In the early 1970s, there was a short-lived variation on the original Sugar Crisp, called Super Orange Crisp, which had orange-flavored O's in it.[2] It was found to contain almost 71 percent pure sugar by dentist Ira Shannon in 1975 when, tired of seeing so many cavities in his patients' mouths, bought hundreds of boxes of sugary breakfast cereal and analyzed the contents of each in a lab.[3]

The product is still sold as Sugar Crisp in Canada. In Canada, the box still displays Sugar Bear and the phrase "Can't get enough of that Sugar Crisp."


In a 2008 comparison of the nutritional value of 27 cereals, U.S. magazine Consumer Reports found that Post's Golden Crisp and Kellogg's Honey Smacks were 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".[4] The two cereals are both sweetened puffed wheat. Consumer Reports recommended parents to choose cereal brands with better nutritional ratings for their children.[4]

Cultural references[edit]

  • The theme song was referenced in The Simpsons episode "Treehouse of Horror X" segment titled "I Know What You Diddly-Iddly Did" Homer sings to the tune of the Golden Crisp theme "Yes I forgot to put the fog lights in," just prior to Marge hitting a werewolf Flanders with the car.[citation needed]


  1. ^ The Birth of Frosted Flakes. Neatorama, March 11, 2013
  2. ^ Super Orange Crisp, short-lived spin-off cereal.
  3. ^ Moss, Michael. "Is It Cereal or Candy?" Salt, Sugar, Fat: How the Food Giants Hooked Us. New York: Random House, 2013. 73-74.
  4. ^ a b Some Breakfast Cereals Marketed to Kids Are More Than 50 Percent Sugar, October 1, 2008

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