Golden Crisp - Definition

Golden Crisp is a children's breakfast cereal made by Post. 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."

Golden Crisp has undergone drastic changes in marketing over the years, including changing the name from 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.