The Golden Crisp Story: Can’t Get Enough of that Golden Crisp.

Golden Crisp was introduced as Sugar Crisp in 1949, and is still known by that name in Canada. But no matter what you call this satisfyingly sweet and crunchy puffed wheat cereal, as Sugar Bear says, “Can’t get enough of that Golden Crisp.”

Sugar Bear’s Legacy of Cool

Since the cereal debuted, Sugar Bear, a chill bear with a cool swagger, has embodied the brand. Sugar Bear was voiced by Gerry Matthews in the style of Bing Crosby or Dean Martin for 40 years, during which time he was known to croon the jingle, “Can’t Get Enough of That Golden Crisp.”

Sugar Bear went from hip to hero in the 1980s, turning into “Super Bear” when he ate Golden Crisp. Suitably, "It's got the crunch with punch” was added to the jingle.

Today, Sugar Bear is living the sweet life and entertaining fans on FacebookLIKE his page to chill with him and see what he’s been up to.

  • Sugar Bear makes a sweet debut 1940s

  • Loses his bowl, but gains a spoon 1950s

  • Sugar Bear’s first outfit is a sweet success 1960s

  • Adding a little more style to Sugar Bear’s classic look 1970s

  • Sugar Bear in the here and now (but still looking sweet as ever)