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Sugar Crisp

Sugar Crisp From: Post
Introduced in 1949

  • In 1949, Sugar Crisp had the distinction of being the first cereal to have an animated television commercial. The commercial featured three cartoon bears named Dandy, Handy and Candy. An announcer exclaimed, "For breakfast it's Dandy... for snacks it's so Handy.... or eat it like Candy." Sugar Crisp's more famous mascot, Sugar Bear, became the cereal's mascot 14 years later.

When Sugar Crisp was first introduced it was promoted as "the cereal you'll eat round the clock." A 1950 magazine ad explained it this way:

As a cereal it's dandy! Fluffy puffed wheat with a special honey flavor coating toasted on - so sweet you don't need to add sugar. Just pour on the milk or cream and watch the whole family go for this "honey" of a new cereal!

For snacks, it's so handy! So quick, so easy. Perfect for 'tween meal, after-school or bedtime snacks. It's good for kids too - wholesome wheat for nourishment, the special honey and sugar coating for flavor, plus quick energy. What a combination!

Or eat it like candy! It's fun to eat plain - right out of the package! It's so sweet and crisp you'll keep on nibbling and nibbling. You just can't leave it along. Put Post's Sugar Crisp on your grocery list now. It's the new cereal that has everything!

Company Description: Founded by C.W. Post, the company began in 1895 in Battle Creek, Michigan under the name Postum Cereals. Their first product was a coffee substitute called Postum. The first breakfast cereal to come from the company was Grape-Nuts in 1897... Read on and see all cereals from Post


Sugar Bear
Sugar Bear
Sugar Bear become the mascot for Sugar Crisp Cereal in 1965. While he made Sugar Crisp cereal boxes more fun, the main reason for his creation was to make a television series more fun.

In 1965, Post was producing an animated kid's show called Linus The Lionhearted which featured many of Post's cereal mascots. The writers wanted to add an interesting new co-star to the show. What they came up with was Sugar Bear. While the TV show only lasted until 1966, Sugar Bear continues to this day to appear on boxes of Golden Crisp, the current incarnation of Sugar Crisp.

Sugar Crisp Cereal Theater

Now Showing:
1960's Sugar Crisp Commercial
More Videos For Sugar Crisp

Early Sugar Crisp Sugar Bear Ad
Roy Rogers Sugar Crisp Ad

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Additional Images

These are the most recent images. Click here to see all pictures for Sugar Crisp.

Title: The Sugar Bears Album

Submitter: jeffrey
Uploaded: 2/6/2011

Additional details

Title: Post Cereals Coloring Book

Submitter: jeffrey
Uploaded: 12/10/2010

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Title: Sugar Crisp Baseball Book

Submitter: jeffrey
Uploaded: 12/10/2010

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Title: Vintage Sugar Crisp Single Serve Box

Submitter: jeffrey
Uploaded: 12/10/2010

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Title: Sugar Crisp Captain Flint Box

Submitter: jeffrey
Uploaded: 11/29/2010

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Title: Sugar Crisp Single Serving Box

Submitter: jeffrey
Uploaded: 11/13/2010

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Title: Sugar Crisp Free Sample Box

Submitter: jeffrey
Uploaded: 11/13/2010

Additional details

Title: Sugar Crisp Gobblin' Food Ad

Submitter: jeffrey
Uploaded: 11/11/2010

Additional details

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Comments About This Cereal
What do you think of Sugar Crisp?

Overall Average Rating = 5 (out of 5)

View all 27 comments for this cereal.

By oldschool

Cereal Rating (out of 5):

Aldi Foods has a cereal called Honey Wheat Puffs which is exactly the same as Sugar Crisp and only costs about $1.90. My grandkids won't eat it but I love it. Like the old commercial said, it's handy, dandy and you can eat it like candy which is what I'm going to do when I'm done typing this.

Comment submitted: 1/10/2015 (#18342)

By Joanne

Cereal Rating (out of 5):

Who was the little boy who played Christopher Wheat in the series of Post Sugar Crisp commercials in the late 50's, early 60's? Also, who was the little girl who was always crying for help before Christopher came to the rescue? Does anyone know their names and if they did any other work in TV or the movies besides this series of commercials, which I believe were 5 in all?

Comment submitted: 1/26/2014 (#15831)

By Phil G.

Cereal Rating (out of 5):

I loved it when I was a kid (I'm sure my dentist loved it too), and still treat myself to a box every now and then 50 years later.

Comment submitted: 1/10/2014 (#15693)

By Leesh75

Cereal Rating (out of 5):

Thought we were the only family to still have the musical sugar bear ornament. I remember taking it out of the box in 1986 or 87. Ours still sings and my mom still hangs it on the tree.

Comment submitted: 1/8/2014 (#15665)

By Lee

How do I replace the battery in the Sugar Bear ornament? I love that little guy, but he won't play any more. Still hangs on our tree, but silent.

Comment submitted: 12/30/2013 (#15606)

By SugarBearMom

Cereal Rating (out of 5):

We have had Sugar Bear on our family Christmas Tree for decades! He's just started winding down and we miss his singing Jingle Bells. Thanks BearDoc for the info on the replacement battery needed! Sugar Bear will get surgery within the week and we will enjoy him for a few more decades!

Comment submitted: 12/5/2013 (#15464)

By Paul in NJ

Cereal Rating (out of 5):

No one's commented on the voice actors yet. I'm pretty sure that Granny Goodwitch was voiced by June Foray.

Comment submitted: 9/16/2013 (#14057)

By M.L.E.

My supermarket doesn't stock Sugar Crisp or Golden Crisp cereal. Where can I find it? I'm in Wilmington, NC.

Comment submitted: 1/14/2013 (#10375)

By BearDoc

I could have sworn that the Sugar Bear musical ornament came out well before 1989. Anyway last year mine finally stopped playing and today I completed open heart surgery on Sugar Bear. He is once again fine (with replacement batteries Energizer 392/384 which replaces the original 192.) and will probably be playing music long after I am gone. Long live Sugar Bear, a Christmas little thing that has become a family favorite!!

Comment submitted: 1/2/2013 (#10272)

Official Member: Team BreakfastBy crzy_bss19 (Team Breakfast Member)

Cereal Rating (out of 5):

Old Timer - Yes, Golden Crisp is the same as Sugar Crisp! There is also Honey Smacks which is also a sweetened puffed wheat cereal that is practically that same! Enjoy!

Comment submitted: 10/5/2012 (#9350)

View all 27 comments for this cereal.

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