Golden Crisp, also known as Sugar Crisp in Canada, is a brand of breakfast cereal made by Post Consumer Brands that consists of sweetened, candy-coated puffed wheat and is noted for its high sugar content. It was introduced in the US in 1948. History At the 1904 World Fair, the Quaker Oats Company made a candy-coated puffed cereal, a wheat-based product similar to Cracker Jack's candy-coated popcorn. The product concept was re-introduced unsuccessfully in 1939 by another business as Ranger Joe, the first pre-sweetened, candy-coated breakfast cereal. Post Foods introduced their own version in 1948. The Post version was originally called "Happy Jax", and was renamed to "Sugar Crisp" the next year. Sugar Crisp debuted with what The Oxford Companion to Sugar and Sweets would later call "an astonishing sugar content of 51 percent" (in weight), which remained the second highest in the US market when competitor Kellogg's introduced its Sugar Smacks (later renamed Honey Smacks) in the early 1950s which consisted of 55% sugar. The two cereals are both sweetened puffed wheat. In 1967, the name was changed to "Super Sugar Crisp", and in 1985, it was changed again to "Super Golden Crisp". Finally, it was changed to "Golden Crisp" (during a time when many cereals dropped the word "Sugar" from their names) in the American market. In the early 1970s, there was a short-lived variation on the original Sugar Crisp, called "Super Orange Crisp", which had orange-flavored O's in it. As of 2021, the product is still sold as Sugar Crisp in Canada, with ads displaying the Sugar Bear mascot and the phrase "Can't get enough of that Sugar Crisp." Marketing Advertisements in the 1950s positioned this sugar cereal as being appropriate to eat for breakfast, as a snack, or as candy, similar to candy-coated popcorn products like Cracker Jack. Early advertisements featured three animated cartoon bears named Dandy, Handy, and Candy as the mascots. The early slogan said, "As a cereal it's dandy—for snacks it's so handy—or eat it like candy!" Later television advertisements feature one mascot, an anthropomorphic cartoon bear character known as Sugar Bear, who sings the jingle, "Can't get enough of that Sugar Crisp", to the tune of Joshua Fit the Battle of Jericho. In commercials, Sugar Bear could turn into "Super Bear" upon eating it. This was dropped in the mid-to-late 1980s, where he would simply defeat his foes with a "vitamin-packed punch"