Cinnamon Toast Crunch (previously called Cinnamon Grahams in the UK but now called Curiously Cinnamon', known as Croque-Canelle in French Canada and a different-tasting bus similar-looking variant called Cini-Minis in other European countries) is a brand cereal produced by General Mills and Nestlé. The cereal was first produced in 1984. Cinnamon Toast Crunch aims to provide the taste of cinnamon toast in a crunch cereal format. The cereal consists of small squares or rectangles of wheat and rice covered in cinnamon and sugar.