Cinnamon Toast Crunch.

About Cinnamon Toast Crunch

Cinnamon Toast Crunch known as Croque-Cannelle in French Canada, Curiously Cinnamon in the UK, and as Cini Minis in other European and Latin American countries, is a breakfast cereal produced by General Mills in the United States & Canada and Cereal Partners under the Nestlé brand in other countries. First produced in 1984, the cereal aims to provide the taste of cinnamon toast in a crunchy cereal format. The cereal consists of small squares or rectangles of wheat and rice covered with cinnamon and sugar. The cereal is puffed and when immersed in milk, it makes a "snap" noise, similar to Rice Krispies. In most European countries and North America, the product is sold in boxes, but in Poland, Slovakia and Russia the cereal is sold in bags. The product was originally marketed outside Europe with the mascot of a jolly baker named Wendell. Wendell was replaced as a mascot by the "Crazy Squares", sentient Cinnamon Toast Crunch squares that often eat each other in commercials. The Crazy Squares were replaced by the similar-looking 2D "Cinnamojis" in the US in 2020, the Crazy Squares are still used in the United Kingdom. In September 2025, the 2014 box returned for a 2010s throwback, including the 2003 General Mills logo.