The Cinnamon Toast Crunch Shrimp Saga: A Lesson in Quality Control and Social Media Power

Key Takeaways

Before we delve into the intriguing tale of the ‘cinnamon toast crunch shrimp’, here are the key takeaways from this article:

  • The discovery of shrimp tails in a box of Cinnamon Toast Crunch cereal by comedian Jensen Karp.
  • The initial dismissal of the claim by the Cinnamon Toast Crunch social media team.
  • The social media backlash and the subsequent investigation by the company.
  • The importance of quality control in food production.

The Discovery

Comedian Jensen Karp was enjoying his breakfast when he made a shocking discovery. He found what appeared to be shrimp tails in his box of Cinnamon Toast Crunch cereal. The cereal, a popular product of General Mills, was purchased from a Costco in California. Karp took to Twitter to share his bizarre discovery, posting a picture of the shrimp tails coated in cinnamon sugar. The tweet quickly gained traction, attracting attention from thousands of Twitter users, including actor Seth Rogen.

The Response

Upon seeing the tweet, the Cinnamon Toast Crunch social media team was quick to respond. However, their initial response was dismissive. They suggested that the supposed shrimp tails were not shrimp tails at all, but rather an accumulation of cinnamon sugar. This response did not sit well with Karp or the Twitter community. Karp provided further evidence, posting more pictures of the shrimp tails and even discovering other foreign objects in the cereal box, including string and a small piece of cereal with black marks that he feared could be rodent droppings.

The Backlash

The dismissive response from the Cinnamon Toast Crunch team and the subsequent discoveries made by Karp led to a significant social media backlash. Twitter users expressed their disgust and shock, with many vowing never to eat the cereal again. The incident was widely covered by the media, further damaging the reputation of the brand. Despite the company’s attempts to manage the situation, including offering Karp a replacement box of cereal, the damage was done.

The Investigation

In response to the backlash, General Mills launched an investigation into the incident. They assured consumers that they were taking the matter seriously and that they would take necessary measures to ensure such an incident did not happen again. However, the results of the investigation are yet to be released.

The Importance of Quality Control

This incident highlights the importance of quality control in food production. It serves as a reminder to companies to ensure their products are safe for consumption and free from foreign objects. It also underscores the power of social media and how quickly a single incident can damage a brand’s reputation.


The ‘cinnamon toast crunch shrimp’ incident is a cautionary tale for food companies. It underscores the importance of quality control and the power of social media. While the incident has undoubtedly damaged the reputation of Cinnamon Toast Crunch, it also serves as a reminder to consumers to be vigilant about what they eat. As for Karp, his breakfast will never be the same again.

Written by Martin Cole

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