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The Cap
The Cap'n Crunch Challenge...
Published: 2015/10/23
Channel: Matt Stonie
Cap
Cap'n Crunch "Babysitter"
Published: 2013/03/21
Channel: What the Hale Music Production
Cap
Cap'n Crunch's very 1st Commercial
Published: 2010/08/07
Channel: nickstranger999
Curtis Cartwright on Capn Crunch
Curtis Cartwright on Capn Crunch
Published: 2010/10/27
Channel: Curtis Cartwright
Cap
Cap'N Crunch (1963)
Published: 2014/06/19
Channel: Cereal Time TV
Cap
Cap'n Crunch Varieties
Published: 2015/05/12
Channel: Cereal Time TV
1994 Quaker Cap
1994 Quaker Cap'n Crunch Commercial With Blockbuster Video Promo
Published: 2011/11/01
Channel: wtcvidman
Crunchatize Me - 7 - Crunch Berries Cap
Crunchatize Me - 7 - Crunch Berries Cap'n Crunch - Crayola Colors
Published: 2012/07/23
Channel: TrueSoreThumb
Cap
Cap'n Crunch Choco Donuts Commercial (3/9/02)
Published: 2013/04/02
Channel: revin hatol
A frosted fraud? Cap
A frosted fraud? Cap'n Crunch, not really a captain?
Published: 2013/06/29
Channel: CNN
Crunchatize Me - 02 - Peanut Butter Cap
Crunchatize Me - 02 - Peanut Butter Cap'n Crunch - Escargot / Waiter
Published: 2012/07/23
Channel: TrueSoreThumb
CInnamon Crunch Cap
CInnamon Crunch Cap'n Crunch cereal tv commercial
Published: 2010/07/04
Channel: RetroGoop
Crunchatize Me - 22 - Cap
Crunchatize Me - 22 - Cap'n Crunch - Lex Luthor & Superman
Published: 2012/11/02
Channel: TrueSoreThumb
Cap
Cap'N Crunch Berries Ad- Jimmy Neutron (2002)
Published: 2015/02/27
Channel: that90sguy
Cap
Cap'n Crunch Circus Commercial
Published: 2013/09/24
Channel: Riley O'Flynn
Cap
Cap'N Crunch Berries Ad- Crunch-A-Teria (2001)
Published: 2015/01/17
Channel: that90sguy
Cap
Cap'N Crunch Ad- Hercules (1997)
Published: 2015/02/27
Channel: that90sguy
Cap
Cap'n Crunch Halloween Commercial
Published: 2011/04/16
Channel: Haunted Radio
Cap
Cap'n Crunch Commercial KO
Published: 2012/01/14
Channel: comedykos
CAP
CAP'N CRUNCH BITE TASTE TEST!
Published: 2015/07/02
Channel: Philly D
Vintage Cap
Vintage Cap'n Crunch Crunchberries cereal commercial
Published: 2009/11/30
Channel: TV TOY MEMORIES
Cap
Cap'n Crunch commercial (2003)
Published: 2017/02/17
Channel: Ye Olde Commercials
Cap
Cap'N Crunch Donuts
Published: 2015/07/28
Channel: HellthyJunkFood
Cap
Cap'n Crunch - Captain - Cereal Commercial - 60 second Real (1992)
Published: 2017/04/12
Channel: member berries
Very First Cap
Very First Cap'n Crunch Cereal Commercial - 1965 - Vintage Advertising
Published: 2013/03/25
Channel: haikarate4
Taco Bell Fried Cap
Taco Bell Fried Cap'n Crunch Balls; Food Review
Published: 2015/07/05
Channel: CaseyNeistat
MOD - Captain Crunch
MOD - Captain Crunch
Published: 2009/07/14
Channel: JohnFarooq
Cap’n Crunch’s Crunch Berries Sweetened Oat & Corn Cereal Review
Cap’n Crunch’s Crunch Berries Sweetened Oat & Corn Cereal Review
Published: 2015/08/08
Channel: Tami Dunn
HOW TO MAKE Cap
HOW TO MAKE Cap'N Crunch Berry Glazed Donut Holes Recipe | HellthyJunkFood
Published: 2015/03/03
Channel: HellthyJunkFood
Cap
Cap'n Crunch Berries Commercial 1997
Published: 2017/03/29
Channel: 90s Commercials
DAD
DAD'S BREAKFAST RECIPES + HACKER DELETES CHASE'S MUSICAL.LY! Cap 'n Crunch Pancakes by FUNnel Vision
Published: 2016/09/15
Channel: FUNnel Vision
CAP
CAP'N CRUNCH BERRIES COMMERCIAL 1996-1997
Published: 2011/03/07
Channel: loribeth libretta
How To Make Cap
How To Make Cap'n Crunch Cereal Taste Better !
Published: 2016/09/01
Channel: LOCO MiXO
1999 - Cap
1999 - Cap'N Crunch Makes a House Call
Published: 2017/09/11
Channel: TheClassicSports
FNaF Plush: Foxy
FNaF Plush: Foxy's Cap N' Crunch Addiction
Published: 2017/09/09
Channel: TheDerpyZ
Cerealous Business - Cap
Cerealous Business - Cap'n Crunch's Sprinkled Donut Crunch
Published: 2014/12/07
Channel: WrecklessEating
Cap
Cap'n Crunch Mini Magic 8-Ball TV Commercial
Published: 2011/02/04
Channel: DoctorDreadful
1976-78 Commercials Part 1 (ABC to Cap
1976-78 Commercials Part 1 (ABC to Cap'n Crunch)
Published: 2010/05/22
Channel: Genius
cap
cap'n crunch homework 640x480
Published: 2013/08/07
Channel: Jacob Mills
Cap
Cap'n Crunch (Rocket) Crunchatize Me Commercial
Published: 2015/08/25
Channel: Richard Canipe
Cap"n Crunch and Friends Classic Cartoon Commercials
Cap"n Crunch and Friends Classic Cartoon Commercials
Published: 2016/07/04
Channel: dandydeal
1989 Cap
1989 Cap'N Crunch (Captain Crunch) cereal commercial
Published: 2014/05/06
Channel: Namey Namerson
Cap
Cap'n Crunch - Sunbather
Published: 2016/10/13
Channel: Ryan Puckette
1988 - Cap
1988 - Cap'n Crunch Cereal - Soggies Out of Line
Published: 2014/07/13
Channel: RetroTy: The Pulse of Nostalgia
Cap
Cap'n Crunch Christmas Crunch 1988 Cereal Commercial
Published: 2011/11/25
Channel: MYSATURDAYM0RNINGS
Cap
Cap'N Crunch Ad- Crunch Toppers (1991)
Published: 2015/02/27
Channel: that90sguy
How To Make A Cap
How To Make A Cap'N Crunch Shake | Delish
Published: 2016/07/06
Channel: Delish
Cap
Cap'n Crunch - Circus
Published: 2016/10/13
Channel: Ryan Puckette
Cap N
Cap N' Crunch Shots
Published: 2017/04/12
Channel: Tipsy Bartender
Cap
Cap'n Crunch Cereal Cartoon - 70's Commercials
Published: 2014/06/02
Channel: haikarate4
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WIKIPEDIA ARTICLE

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Cap'n Crunch cereal box, featuring the Cap'n Crunch character.

Cap'n Crunch is a product line of corn and oat breakfast cereals introduced in 1963[1] and manufactured by Quaker Oats Company, a division of PepsiCo since 2001.

Cap'n Crunch was developed to recall a recipe of brown sugar and butter over rice, requiring innovation of a special baking process—as the cereal was one of the first to use an oil coating for flavor delivery.[2]

Product history[edit]

Pamela Low, a flavorist at Arthur D. Little[4] and 1951 graduate of the University of New Hampshire with a microbiology degree,[3] developed the original Cap'n Crunch flavor in 1963—recalling a recipe of brown sugar and butter her grandmother Luella Low served over rice[5][6] at her home in Derry, New Hampshire.[4] Before developing the flavor, the cereal already had a marketing plan,[7] and once having arrived at the flavor coating for Cap'n Crunch, Low described it as giving the cereal a quality she called "want-more-ishness".[7] After her death in 2007, the Boston Globe called Low "the mother of Cap'n Crunch."[5] At Arthur D. Little, Low had also worked on the flavors for Heath,[7] Mounds and Almond Joy candy bars.[8]

In 1965, the Quaker Oats Company awarded the Fredus N. Peters Award to Robert Rountree Reinhart, Sr. for his leadership in directing the development team of Cap'n Crunch.[2] Reinhart developed a technique in the manufacture of Cap'n Crunch, using oil in its recipe as a flavor delivery mechanism—which initially presented problems in having the cereal bake properly.[2]

Marketing[edit]

The product line is heralded by a cartoon mascot named Cap'n Crunch.[9] The mascot is depicted as a late 18th-century naval captain, an older man with white eyebrows and a white moustache, who wears a Revolutionary-style naval uniform: a bicorne hat emblazoned with a "C" and a gold-epauletted blue coat with gold bands on the sleeves. While typically an American naval captain wears four bars on his sleeves, the mascot has been variously depicted over the years wearing only one bar (commodore), two bars (lieutenant) or three bars (commander).

According to a humorous 2013 Wall Street Journal article, the mascot, whose full name is Horatio Magellan Crunch, captains a ship called the Guppy, and was born "on Crunch Island in the Sea of Milk – a magical place with talking trees, crazy creatures and a whole mountain (Mt. Crunchmore) made out of Cap’n Crunch cereal."[9] The article refers to the Captain's bicorne as a "Napoleon-style" hat,[9] and claims that this has led to speculation that he may be French.[9]

Cap'n Crunch's original animated television commercials featured the slogan, "It's got corn for crunch, oats for punch, and it stays crunchy, even in milk."[10]

In 2014, Cornell University studied the box designs of 65 brands of cereals and discovered that buyers show 28% greater brand loyalty where the box cover features a mascot making direct eye contact with the purchaser, citing Cap'n Crunch as an example.[11][12]

In 2013, sources including the Wall Street Journal[9] and Washington Times[13] reported that the three stripes on the mascot's uniform indicate a rank of Commander and not the four needed on his uniform to be a Captain. In jest, the Wall Street Journal reported that the U.S. Navy had no record of Crunch and that NCIS was investigating him for impersonating a naval officer.[9]

Daws Butler provided the original voice of the Cap'n until his death in 1988.[14][15][16][17] Author Philip Wylie wrote a series of short stories, Crunch and Des, beginning in the 1940s, which featured a similarly named Captain Crunch Adams.[18] The Cap'n Crunch commercials have historically used basic cartoon animation by Jay Ward Productions. Vinton Studios produced a claymation ad during the 1980s.[19]

Variations[edit]

Cap'n Crunch cereal (original flavor)
  • Cap'n Crunch: The original Cap'n Crunch cereal is made of sweetened, yellow, square-shaped cereal pieces made by combining corn and oats. The cereal was launched in 1963, bolstered by a successful advertising campaign created by noted animator Jay Ward introducing the cereal's longtime naval mascot, Cap'n Crunch.[20]
  • Cap'n Crunch's Crunch Berries: Cap’n Crunch's Crunch Berries cereal was introduced in 1967 and contained, in addition to the yellow pieces found in the original Cap'n Crunch, spherical red Crunch Berry pieces. There was a version of Crunch Berries available briefly in which the berries, instead of being spherical, were three small berries in a cluster. The Crunch Berry Beast mascot was introduced alongside the cereal. There are currently four Crunch Berry colors: red, green (introduced in 2002), blue, and violet (both introduced in the '90s). All the berry pieces are flavored the same, regardless of color.
  • Peanut Butter Crunch: First released in 1969, with a large elephant named Smedley as its mascot; according to sales charts, this version was the most successful at the time. It consists of peanut butter-flavored corn puffs.
  • Punch Crunch, Vanilly Crunch, Jean LaFoote’s Cinnamon Crunch: Three more editions issued in the early 1970s but later discontinued. Punch Crunch was fruit-flavored cereal rings, and the mascot was sailor-clad hippopotamus named Harry.[21] Jean LaFoote's Cinnamon Crunch featured cinnamon flavored corn flakes.
  • Choco Crunch: In 1982, a variant called Choco Crunch, featuring the mascot "Chockle the Blob", was introduced. This version contained the yellow corn squares, plus chocolate flavored pieces similar to Crunch Berries.
  • Chocolatey Crunch: Introduced in 2011, consisting of chocolate flavored corn squares.
  • Christmas Crunch: A special edition first released for the 1988 Christmas holiday season. It contains the signature Cap’n Crunch yellow corn squares with red and green Crunch Berries, shaped like evergreen trees, in a green box with the Cap’n wearing a Santa Claus hat. Originally, it contained a toy or Christmas tree ornament inside the box.[22]
  • Deep Sea Crunch: A version of the cereal introduced in 1993, which featured Crunch Berries shaped like sea creatures. This version was discontinued but returned in 2009.[23]
  • Oops! All Berries: First released in 1997, "Oops! All Berries" contained nothing but the berry flavored Crunch Berries and none of the corn squares.[23] This version was discontinued the following year. In 2008, 2009, and again in 2010, "Oops! All Berries" has made limited time only returns.[24] Recent boxes do not state "Limited Time Only" printed on the box. Current "Oops! All Berries" colors are red, purple, blue and green.
  • Halloween Crunch: A limited edition version of the cereal introduced in 2007. This includes green Crunch Berries in the form of ghosts.[23]
  • Galactic Crunch: A discontinued version which featured space-related marshmallows.[23]
  • Choco Doughnuts: A discontinued version which featured chocolate flavored doughnut shaped cereal with candy sprinkles.[23]
  • Home Run Crunch: A limited edition version of the cereal, currently available, released in 1995 which featured baseball-related marshmallows, like home plates, caps, and mitts. It has the flavor of Crunch Berries but the pieces of the cereal are shaped as bats and balls. It occasionally comes back during the summer.[23]
  • Cap'n Crunch's Mystery Volcano Crunch: Red and yellow fruit flavored berries with "'free' packet of lava rocks that pop in milk!".[23]
  • Cap'n Crunch's Oops! Smashed Berries: Oops! All Berries cereal with flat berries that the kids smashed.[23]
  • Cap'n Crunch's CoZmic Crunch: Star shaped berries with "orange space dust that turns milk green".[23]
  • Polar Crunch: A version of the cereal in which the Crunch Berries change color to blue when milk is poured.[23]
  • Cinnamon Roll Crunch: Released in 2013.
  • Cap'n Crunch's Crunch Treasures: Star shaped crunchy yellow corn and oat rings. Contains half the sugar of regular Cap'n Crunch.[25]
  • Cap'n Crunch Bars: Later called Cap'n Crunch Treats, they were marshmallow treats similar to Rice Krispies Treats and came in Cap'n Crunch, Crunch Berries, and Peanut Butter Crunch varieties.
  • Airhead Berries: A crossover between Airheads candy and Cap'n Crunch cereal.[26]
  • Cap'n Crunch's Sprinkled Donut Crunch: Released in 2014. Donut-flavored cereal rings smothered in sprinkles.
  • Cap'n Crunch's Orange Creampop Crunch: Modeled after nostalgic orange/vanilla popsicles.[27]
  • Cap'n Crunch's Blueberry Pancake Crunch: Released in 2016. Features blue, light blue and white corn and oat puffs with natural and artificial blueberry and maple syrup flavoring.[28]

Product litigation[edit]

On May 21, 2009, Judge Morrison England, Jr., of the U.S. District Court for the Eastern District of California dismissed the case Sugawara v. PepsiCo, Inc.[29] The plaintiff, Janine Sugawara, claimed she had purchased the cereal Cap'n Crunch with Crunchberries because she believed "crunchberries" indicated she was eating real fruit. Sugawara alleged that after four years of purchasing the product she had only recently discovered to her dismay that said "berries" were in fact simply brightly colored cereal balls. The judge commented "In this case...it is simply impossible for Plaintiff to file an amended complaint stating a claim based upon these facts. The survival of the instant claim would require this Court to ignore all concepts of personal responsibility and common sense. The Court has no intention of allowing that to happen."[30]

See also[edit]

References[edit]

  1. ^ Shea, Stuart (2006). The 1960s' most wanted. Dulles, Virginia: Potomac Books. p. 60. ISBN 1-57488-721-1. 
  2. ^ a b c Umstattd, Thomas, Jr. (7 November 2008). "Bob Reinhart, Inventor of Captain Crunch, Dies at Age 84". ThomasUmstattd.com. 
  3. ^ a b Pescovitz, David (June 7, 2007). "Pamela Low, Cap'n Crunch creator, RIP". Boingboing.net. 
  4. ^ a b "Pamela Low, 79; created flavored coating for Cap'n Crunch cereal". Los Angeles Times. June 6, 2007. 
  5. ^ a b Marquard, Bryan (June 7, 2007). "Pamela Low; kin's treat inspired creation of Cap'n Crunch flavor". Boston Globe. 
  6. ^ Gregg, John P. (June 3, 2007). "Love the Guilty Pleasure of Cap'n Crunch? Thank New London's Pam Low". Valley News. p. 1. 
  7. ^ a b c "Meet the Mother of Cap'n Crunch". Alumni Profiles. University of New Hampshire. 
  8. ^ Sassone, Bob (June 9, 2007). "Inventor of Cap 'n Crunch dead at 79". SlashFood.com. Huffington Post. 
  9. ^ a b c d e f Nissenbaum, Dion (June 19, 2013). "U.S. Navy: No Record of Cap'n Crunch Service". Wall Street Journal blog. 
  10. ^ Bruce, Scott; Crawford, Bill (1995). Cerealizing America: The Unsweetened Story of American Breakfast Cereal. Boston: Faber and Faber. p. 216. ISBN 0-571-19851-1. 
  11. ^ "Cereal Box Psychology: Why Cap'n Crunch is making eye contact with your kid". Take Two. April 3, 2014. 
  12. ^ "Eyes in the Aisles: Why is Cap'n Crunch Looking Down at My Child?". Cornell University Food and Brand Lab. 
  13. ^ "Cereal fibber? Cap'n Crunch fights charge he's really a commander". Washington Times. 2013-06-18. Retrieved 2013-06-24. 
  14. ^ "Daws Butler Biography". IMDb.com. Internet Movie Database. Retrieved April 16, 2016. 
  15. ^ "OBITUARIES : Daws Butler; Voice of Well-Known Cartoon Characters". Los Angeles Times. 1988-05-20. Retrieved 2013-12-20. 
  16. ^ "Daws Butler, Characters Actor". Amazon.com. Retrieved 2013-12-20. 
  17. ^ "The Voices of Cap'n Crunch Cereal (1963, Commercial) - Voice Cast Listing". Voicechasers.com. Retrieved 2013-12-20. 
  18. ^ Wylie, Philip (1940), The Big Ones Get Away!, Farrar & Rinehart, Inc.; republished at Google Books 
  19. ^ "Vinton Studio Commercials". animateclay.com. Archived from the original on October 15, 2007. Retrieved April 16, 2016. 
  20. ^ Jorgensen, Janice (1994). Encyclopedia of Consumer Brands. St. James Press. pp. 99–101. ISBN 1-55862-336-1. 
  21. ^ "Cereal of the Eighties, Punch Crunch". In the 80s. Retrieved 2008-06-27. 
  22. ^ "From the Cap'n To You! Christmas Crunch". X-Entertainment. 2003-12-12. Retrieved 2008-01-06. 
  23. ^ a b c d e f g h i j "Cap'n Crunch & Friends Cereal Family". MrBreakfast.com. 
  24. ^ "Oops! All Berries (Cap'n Crunch) Cereal". MrBreakfast.com. Retrieved 2013-06-24. 
  25. ^ "Cap'n Crunch Crunch Treasures". CerealWednesday.com. May 11, 2011. Retrieved July 13, 2011. 
  26. ^ "Airhead Berries". MrBreakfast.com. 
  27. ^ http://www.cerealously.net/limited-edition-capn-crunchs-orange-creampop-crunch/
  28. ^ http://www.cerealously.net/wp-content/uploads/2017/01/Quaker-Capn-Crunch-Blueberry-Pancake-Crunch-Cereal-Box-Review.jpg
  29. ^ "Sugawara v. PepsiCo, Inc.". justia.com. Justia Dockets & Filings. Retrieved 2013-06-24. 
  30. ^ "Reasonable Consumer Would Know 'Crunchberries' Are Not Real, Judge Rules", LoweringTheBar.net, June 2009.

External links[edit]

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