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.