Golden Crisp

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Golden Crisp is a breakfast cereal made by Post Cereals. It consists of sweetened puffed wheat. 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".

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 kids to including parents, by downplaying the sweet taste (and associated sugar content). Sugar Bear is now rarely even referred to by name. Sugar Crisp is still sold, mainly in the Canadian market.

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