Cinnamon Toast Crunch (previously called Cinnamon Grahams in the UK but now called Curiously Cinnamon), known as Croque-Cannelle in French Canada and as a different-tasting but similar-looking variant called Cini Minis in other European countries where available, is a brand cereal produced by General Mills and Nestlé.
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Blum's legacy with General Mills is most noted for three things: one, he is credited for being the person for putting the first female athlete on a Wheaties box (Mary Lou Retton), two, Blum is also regarded to be responsible for putting Walter Peyton on a Wheaties box which made Peyton the first African American athlete to do so, and lastly, the invention of a new cereal for General Mills; Cinnamon Toast Crunch, General Mills' most profitable brands.