Does Cap’n Crunch have more lives than Tony the Tiger?
Back in 2011, the rumor mill started grinding with an article in AOL’s Daily Finance. A reporter noted that Cap’n Crunch cereal was nowhere to be found on the Quaker website. The article’s speculative title asked the question Is Cap’n Crunch Easing Quietly Into Retirement?
The piece was a rumination on the challenges facing the brand: its shrinking market share, public criticism of food companies that market to children, and White House pressure to make healthier products. It concluded that this is a pretty good time for the Cap’n to maintain a low profile.
The blogosphere then took that thread of speculation and ran with it:
Cap’n Crunch Retires (Seattle Post-Intelligencer); Cap’n Crunch sails into obscurity (Today on MSNBC); Cap’n Crunch Retirement (Yahoo! Buzz).
Fox News, as is its wont, took it a step further, fabricating a political angle: Food Police Kill Cap’n Crunch (Fox Nation), inspiring headlines in conservative blogs like Obama’s Soggies Force Cap’n Crunch Into Early Retirement (AsianConservatives.com), and Cap n’ Crunch: Michelle Obama Forces Captain Crunch’s Retirement?(Conservative BlogsCentral).
This spring Cap’n Crunch is sailing back from the brand equivalent of the Bermuda Triangle.
Beginning May 7th he’ll be hosting his very own YouTube talk show set in a giant cereal bowl aboard his old ship, the S.S. Guppy. In the language of the Pepsico press release, the show’s content is described as a mix of ’interesting guests, topical banter, and comedy sketches.’ The Cap’n's faithful companion Sea Dog will serve as his on-set sidekick. The show’s official teaser can be viewed here. New videos will be added to the YouTube channel every other Tuesday through spring and summer.
Count Chocula could not be reached for comment.