Karp tweeted that further investigation of the contents of cereal box unveiled other freight objects, including some string and pieces of cereal with black dots baked into them. So they want me to send them the shrimp tails for a “closer look.” These are obviously shrimp tails, so I will be keeping one as evidence, as I now feel like Sandra Bullock in The Net. I wasn’t all that mad until you now tried to gaslight me? /rSLE60pvoy Ok, we’ll after further investigation with my eyes, these are cinnamon coated SHRIMP TAILS, you weirdos. The claim forced Karp to offer more photographic evidence of the revolting surprise he had discovered in his box of cereal-and made him angry enough to start a campaign to prove his claims. We assure you that there's no possibility of cross contamination with shrimp. Then the brand’s social media team made its big mistake:Īfter further investigation with our team that closely examined the image, it appears to be an accumulation of the cinnamon sugar that sometimes can occur when ingredients aren't thoroughly blended. Fair warning, I look different since eating your cereal today. GUYS – I am not sure I’m ready for another box!!!

Jensen Karp, a comedian with some 99,000 followers on Twitter, was backed up by others online, including actor Seth Rogen, and his story quickly became an international sensation with Twitter users sharing their disgust.Ĭinnamon Toast Crunch tried to deploy a crisis response strategy that wasn’t prepared to handle Karp’s lucid, engaging social media storytelling. Ummmm – why are there shrimp tails in my cereal? (This is not a bit) /tTjiAdrnVp There’s something fishy going on with Cinnamon Toast Crunch.Īt least, that’s the takeaway of one consumer who purchased a box of the beloved cereal from his local California Costco, only to discover a couple of sugar-encrusted shrimp tails in his box.Īnd he had already eaten a bowl before discovering the secret ingredients. Editor’s note: This article is a re-run as part of our countdown of top stories from the past year.

Cinnamon toast crunch shrimp