Sugar Crisp

Golden Crisp is a breakfast cereal made by Post Cereals which consists of sweetened, candy-coated puffed wheat. It was introduced in the US in 1947.

At the 1904 World Fair, the Quaker Oats Company made a candy-coated puffed cereal, a wheat-based product similar to Cracker Jack's candy-coated popcorn. The product concept was re-introduced unsuccessfully in 1939 by another business as Ranger Joe, the first pre-sweetened, candy-coated breakfast cereal. Post Foods introduced their own version in 1948. The Post version was originally called Happy Jax, and was renamed to Sugar Crisp the next year. The name was later changed to Super Sugar Crisp, and in 1985, it was changed again to Super Golden Crisp. Finally, it was changed to Golden Crisp (during a time when many cereals dropped the word "Sugar" from their titles) in the American market.

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.

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

Advertisements in the 1950s positioned this sugar cereal as being appropriate to eat for breakfast, as a snack, or as candy, similar to candy-coated popcorn products like Cracker Jack. Early advertisements featured three animated cartoon bears named Candy, Handy, and Dandy as the mascots. The early slogan said, "As a cereal it's dandy—for snacks it's so handy—or eat it like candy!"

Later television advertisements feature one mascot, an anthropomorphic cartoon bear character known as Sugar Bear, who sings the jingle, "Can't get enough of that Golden Crisp.", to the tune of In the Hall of the Mountain King from Peer Gynt by Edvard Grieg. 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.

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