They'd put it over the rice and eat it as a kind of a treat on Sundays ... Pamela Low, a flavorist at Arthur D. Little,[4] developed the original Cap'n Crunch flavor in 1963—recalling a recipe of a mixture of brown sugar and butter her grandmother Luella Low served over rice[5][6] at her home in Derry, New Hampshire.

[4] Low created the flavor coating for Cap'n Crunch, describing it as giving the cereal a quality she called "want-more-ishness".

[2] Reinhart developed a technique in the manufacture of Cap'n Crunch, using oil in its recipe as a flavor delivery mechanism—which initially made the cereal difficult to bake properly.

[11] Animated television commercials featured the adventures of Cap'n Crunch commanding the "good ship" Guppy on its sea voyages accompanied by his canine first mate Seadog and loyal crew of sailor children named Alfie, Dave, Brunhilde, and Carlyle.

Jean LaFoote, "The Barefoot Pirate", often attacked the Guppy in order to steal its cargo of Cap'n Crunch cereal.

[20][21] In the 1960s Cap'n Crunch cereal boxes came with whistles which coincidentally had the specific frequency (2600 hertz) required to exploit a vulnerability of in-band signaling enabling a phone to make free calls by entering an 'operator mode'.

[24] LaFoote was originally voiced by Bill Scott, followed by Adam Shapiro from 2006 to 2007,[25] and Joe Nipote in The Cap'n Crunch Show in 2013.

Their leader, Squish the Sogmaster (voiced by Dick Gautier), was a large mechanical creature (with a pair of eyes peeking out from an opening in the head, implying it was a suit of armor for a smaller figure) who was mostly seen ordering the Soggies to carry out his plans to "ruin breakfast"; several commercials that tied in with contests had story arcs involving the Sogmaster attempting to capture Cap'n Crunch.