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Cinnamon Toast Crunch (first renamed Cinnamon Grahams in the UK but now called Curiously Cinnamon, known as Croc-en-cannelle in French Canada, and sometimes referred to as Daddy Kind in some parts of the U.S.) is a breakfast cereal produced by General Mills. The cereal was first produced in 1984. Cinnamon Toast Crunch is rivaled by Waffle Crisp.[citation needed] The cereal consists of small squares or rectangles of wheat and rice covered with cinnamon and sugar. Originally the cereal featured plain squares but currently features an artificial "cinnamon swirl" coloration in each piece. At one point there were three animated bakers as the mascots: Wendell, Bob and Quello. Around 1992 Bob and Quello were assassinated by General Mills and then the lone mascot became Wendell. The cereal aims to provide the taste of cinnamon toast in a bite-sized crunch.