Golden Crisp's Slogans & Taglines

Golden Crisp is a breakfast cereal brand produced by Post Consumer Brands, originally introduced in 1949 as Sugar Crisp. The product consists of sweetened puffed wheat grains, distinguished by its high sugar content and distinctive golden honey glaze. In 1965, the brand was renamed Super Sugar Crisp, later becoming Super Golden Crisp in 1985, and finally simplified to Golden Crisp—though it is still sold under the original Sugar Crisp name in Canada. The brand's iconic mascot, Sugar Bear, debuted in 1963, voiced by Gerry Matthews for over four decades with a smooth, laid-back delivery patterned after Dean Martin. Core offerings centre on the flagship puffed wheat cereal, historically positioned as versatile enough for breakfast, snacking, or even dessert. Brand messaging has evolved from the 1949 slogan For breakfast it's Dandy… for snacks it's so Handy… or eat it like Candy to the enduring jingle Can't get enough of that Golden Crisp, which became a cultural touchstone for generations of Saturday morning television viewers. Today, Golden Crisp remains a nostalgic staple in the American cereal aisle, retaining its signature sweet profile and beloved bear mascot.