Cookie Crisp is a breakfast cereal that attempts to recreate the taste of chocolate chip cookies. It is manufactured by General Mills in the United States and Cereal Partners (under the Nestlé brand) in other countries. Introduced in 1977, it was originally manufactured by Ralston Purina until they sold the trademark to General Mills in 1997, who soon after changed the recipe.
In July 2009, Cookie Crisp Sprinkles were introduced. They are vanilla cookies with small sprinkles on them. The cereal is said to be gluten free. In Summer 2009, Nestlé released new packaging for the UK version of Cookie Crisp with sprinkles.
During his tenure as Cookie Crisp mascot, Cookie Jarvis was used on over three versions of Cookie Crisp: Ralston’s Chocolate Chip Cookie Crisp, Vanilla Wafer Cookie Crisp, and Oatmeal Cookie Crisp.
In 1997, Ralston sold their cereal line to General Mills, who soon after changed the recipe, prompting many Cookie Crisp lovers to seek the original taste in knock-off and foreign brands.
Keebler Cookie Crunch was introduced by Kellogg’s in 2008. This cereal has cookie pieces that represent Chips Deluxe and are strikingly similar to Cookie Crisp. It also includes round O shapes that represent Keebler’s popular fudge stripe cookies.
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Introduced in 1977, the first Cookie Crisp mascot, Cookie Jarvis, was a wizard in the Merlin mold, who with one wave of his wand, magically turned cereal bowls into cookie jars, usually chanting rhyming incantations along with it.
Cookie Crook and Cookie Cop
In 1985, Cookie Jarvis was replaced by the Cookie Crook, an anti-hero robber who attempts to steal the Cookie Crisp, and the Cookie Cop (also known as Officer Crumb), a police officer with an Irish accent who thwarts the Cookie Crook's attempts to steal the Cookie Crisp.
A typical ad would begin with the Cookie Crook attempting to steal the cereal from a live-action breakfast table; often he and the Cookie Cop were portrayed as no larger than mice, so their pictures on the cereal bowl were “life size". The Crook would have some new gadget or scheme to steal the cereal, but then the Cookie Cop would arrive and save the kid’s cereal in the nick of time. Eventually, the format of the ads changed to full animation, and the duo was portrayed as the size of normal humans; a more slapstick approach (similar to Looney Tunes) was used in these commercials.
Chip the Dog
In 1990, the Cookie Crook was given a sidekick named Chip the Dog. Chip would howl the cereal's name ("Coo-oooooooooookie Crisp!") in each ad before he and his master were inevitably foiled by the Cookie Cop.
After General Mills bought the Cookie Crisp trademark from Ralston in 1997, Chip became the sole mascot for the cereal, and the Cookie Crook and Cookie Cop were retired. In the new format of the advertisements, Chip was a friendly pooch, no longer wearing a mask, who offered Cookie Crisp to a group of kids. Typically an adult would interfere on the grounds that cookies are not breakfast food, but they would change their minds once Chip gave them a taste of his Cookie Crisp.
Chip the Wolf
In 2003, Cookie Crisp was introduced in Europe and Asia. The mascot in these countries is Chip the Wolf (originally known as The Howler), a wolf who fruitlessly attempts to steal Cookie Crisp from children, and describes the cereal: "It looks like chocolate chip cookies. Tastes like 'em too. But it's a breakfast cereal!". He is voiced by Marc Silk.
In 2005, Chip the Wolf replaced Chip the Dog as the cereal's mascot in the United States.
In some foreign boxes of Cookie Crisp, the mascot is a panther who is light grey in color and wears Chip’s clothing. The panther resembles a mix between Bagheera and the Pink Panther. His team consists of him, the Trix Rabbit, Koko (a brown koala), Stars (an astronaut bear), and Snow (a polar bear) who represent other cereals.
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