Help uncover “The Last Square” for a chance to win a year’s supply of Cinnamon Toast Crunch

MINNEAPOLIS--(BUSINESS WIRE)--Jun. 25, 2025-- Cinnamon Toast Crunch has always embraced the absurd. But what’s happening right now is more than just absurd — it’s unheard of.

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Cinnamon Toast Crunch “The Last Square” brings to life mysterious signs of cereal gone rogue— muffled crunching, loose Cinnadust, and only one square left in the box.

In an unexpected turn of breakfast events, the crunchy, swirly Cinnadust-covered cereal squares are eating each other. Notorious for their rowdy, chomp-happy behavior, the squares are spiraling further out of control than ever before, and we’re still uncovering how far it’s gone. Turns out, when something tastes this good, it can lead to… unexpected consequences.

There have been reports of mysterious occurrences: muffled crunching from behind pantry doors, swirls of loose Cinnadust, and sealed boxes with just one lone square inside. The chaos escalated when content creators began receiving sealed boxes containing a single surviving cereal square and cryptic clues, fueling speculation and playful sleuthing across social media. After launching an internal search, we traced the source to a limited run where some Cinna-Squares seem to have snacked their way through the rest of the box. We’re calling each of these lone pieces of cereal “The Last Square.”

“Look, we’re surprised but not sure the cereal is really to blame here,” shares Brandon Tyrrell, Sr. Marketing Communications Manager at General Mills. “Still, this bizarre (but undeniably delicious) development has forced us to act. We’re running out of time — and cereal — and we need your help.”

Cinnamon Toast Crunch is asking our biggest fans to visit cinnamontoastcrunch.com to join the search to find these rogue boxes. You can opt in for a chance to get your own box and if yours contains “The Last Square,” you’ll be eligible to redeem it for a full year’s supply of Cinnamon Toast Crunch to help us contain the cinnamon-y chaos.

Check out @cinnamontoastcrunch on social for updates, theories and exactly how the squares lost control.

And in the meantime, keep an ear out. If you hear crunching… it might already be too late.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2024 net sales of U.S.$20 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S.$1 billion. For more information, visit www.generalmills.com.

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General Mills Communications
763-764-6364
Media.Line@genmills.com

Edelman
Carolina Cepeda
Carolina.Cepeda@edelman.com

Source: General Mills