Jensen Karp — a California-based writer and avid Cinnamon Toast Crunch eater — went to pour himself a second bowl of the sugary squares, when he noticed something fishy. Pun intended.
It appeared as though there were cinnamon-covered shrimp tails mixed in with the cereal. In response, Cinnamon Toast Crunch (aka CTC) offered Jensen a new box and asked him to DM them with further details.
A couple hours after Jensen DM’d CTC, they replied with a tweet that has now caused a bit of an uproar. The company insisted that Jensen’s findings were not shrimp, but “an accumulation of the cinnamon sugar that sometimes can occur when ingredients aren’t thoroughly blended.”
Jensen told BuzzFeed he was “really bummed” about CTC’s response. “I would’ve dropped this and it wouldn’t have went viral if they just said they were going to open an investigation. Instead, they tried to tell me what I was looking at were not shrimp tails, it was a sugar accumulation…which is insane,” he said.
As the internet usually does with these sorts of corporate mishaps, it divided into two groups of people: Those who came to his defense…
And those who made mad jokes.
CTC’s denial — coupled with the nagging Twittersphere — drove Jensen to “further investigate” his family-sized cereal box. Unfortunately, the alleged shrimp tails were just the tip of the iceberg. He also found a piece of string, a “weird cinnamon covered pea thing,” and mysterious black things cooked into the individual squares.
But wait — there’s more! His wife looked into the other bag, which was weirdly taped up, and had what looked like 🤢 dental floss 🤢 inside of it.
Meanwhile, CTC put out this statement on the matter.
They reached out again to Jensen, saying they would send a FedEx truck to come by and pick up the items so that they could examine them. But Jensen declined their services and decided to take matters into his own hands.
He went on to say that, while there’s no confirmation on whether Costco (where he purchased the box) or CTC is to blame for the so-called shrimpcident, CTC’s response was unacceptable.