Cinnamon Toast Crunch unlocks the Cinnaverse Experience to celebrate new look hitting shelves this fall

This summer, Cinnamon Toast Crunch is celebrating its new look and Cinnamojis by inviting fans to feed their senses with the launch of the Cinnaverse Experience. Designed to bring the best parts of Cinnamon Toast Crunch – taste, sight, smell and feel – to life, the cereal brand is offering a free mind blowing and deliciously fun interactive experience. Fans will be able to immerse themselves in all the extraordinary sensorial qualities of Cinnamon Toast Crunch—from the taste to the texture to the out-of-this-world swirl that come together in one, big mind-blowing experience. 

Cinnamon Toast Crunch has been a cereal staple for more than 35 years, bringing families bigger than life crunch, a delicious burst of cinnamon and the one-of-a-kind Cinnamilk in every bowl. As one of the leading cereals in the country, the brand is debuting a refreshed, exciting new look for the next generation of Cinna-fanatics – starring the beloved ‘Cinnamoji’ characters – on boxes this fall.

Embracing Cinnamon Toast Crunch’s exciting personality, the brand’s new packaging will feature bold and colorful bursts of purple, red, green and blue and a refreshed look, including 16 ‘Cinnamojis’ character faces on the back of different boxes. 

“Cinnamon Toast Crunch is focused on bringing cereal lovers exciting and new ways to enjoy their favorite cereal,” says Susan Pitt, director of marketing communications for General Mills cereals. “The Cinnaverse Experience paired with Cinnamon Toast Crunch’s new look is all about bringing our fans a fresh, new way to fuel more fun, more color and most importantly – more crunch!

”Fans can step inside the box through the Cinnaverse Experience, which will be traveling across the country this summer stopping in three major cities: 

• Santa Monica: July 18 – 21, 2019 (1228 3rd St Promenade, Santa Monica) 
• Houston: August 8 – 11, 2019 (Baybrook Mall, Friendswood)
• Chicago: August 22 – 25, 2019 (Woodfield Mall, Schaumburg)

Visitors can expect an irresistible and out of this world experience as they travel through four different rooms all focused around the Cinnamon Toast Crunch taste. Guests will smell the aroma of Cinnamist while walking through the Cinna-Swirl Vortex, feel the crunch of the floor beneath them in the Cinna-Crunch Zone, Taste the delicious Cinnamilk in the Cinna-Milk Whirl’d and finally come back to reality through the gift shop which will feature a variety of different items for sale.

The new packaging will start to appear on store shelves throughout the country in September 2019.

To learn more about the Cinnaverse Experience, please visit https://unlockthecinnaverse.com and follow Cinnamon Toast Crunch on social media: Facebook, Twitter and Instagram.  

About General Mills

General Mills is a leading global food company that serves the world by making food people love. Its brands include Cheerios, Annie’s, Yoplait, Nature Valley, Häagen-Dazs, Betty Crocker, Pillsbury, Old El Paso, Wanchai Ferry, Yoki, Blue and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2019 net sales of U.S. $16.9 billion. In addition, General Mills’ share of non-consolidated joint venture net sales totaled U.S. $1.0 billion.