The cereal consists of small squares or rectangles of wheat and rice covered with cinnamon and sugar.

The cereal is puffed and when immersed in milk, it makes a "snap" noise, similar to Rice Krispies.

[citation needed] The product was originally marketed outside Europe with the mascot of a jolly baker named Wendell.

[citation needed] Originally, the cereal was plain squares but currently features cinnamon-colored swirling on each piece.

In 2007, Cinnamon Toast Crunch experimented with a new slogan, "It's That Intense", but switched back after poor reception.

[citation needed] As another offshoot, Monopoly Cereal was a limited edition product created in April 2003 by General Mills.

The cereal was like Cinnamon Toast Crunch but with the addition of marshmallows based on the pieces in the Monopoly game, such as houses and hotels.

[citation needed] In Germany and Austria it replaced a previously existing apple flavoured variant called Äpple Minis.

On March 22, 2021, American writer, rapper and podcaster Jensen Karp found what appeared to be discarded shrimp tails in his Cinnamon Toast Crunch cereal; his tweets about the incident went viral.

[18] General Mills then issued a statement on Twitter claiming the tails were "an accumulation of the cinnamon sugar that sometimes can occur when ingredients aren't thoroughly blended".