General Mills’ Cinnamon Toast Crunch brand name reaches far and wide, allowing consumers to experience its beloved cinnamon-sugar flavor via cookie dough, creamy spread, and even bottled Cinnamilk. Through its newest offering, the brand now offers consumers the chance to eat 87 cinnamon rolls in one sitting without becoming dreadfully sick.

Of course, each of those “cinnamon rolls” is a piece of cereal. (Do not mistake the previous paragraph as an endorsement to consume 87 Pillsbury Cinnamon Rolls, which also bear the Cinnamon Toast Crunch name.) Cinnamon Toast Crunch Rolls Cereal consists of cinnamon roll-shaped sweetened wheat and corn cereal. Each piece is cinnamon-flavored and boasts a delightful swirl design to emphasize the cinnamon roll comparison.

Further supporting the comparison is the cereal’s intense cinnamon scent, which seems to leak through the product packaging. Remember going to the mall and smelling the cinnamon roll kiosk all the way from inside the department store? (Remember department stores? Remember malls?) That’s how strong and enticing the scent of Cinnamon Toast Crunch Rolls is.

Weirdly and sadly, the cinnamon smell is Cinnamon Toast Crunch Rolls’ siren song. The scent is much stronger than the flavor, which has an artificial aftertaste. Minus the artificial quality, the taste itself is fine. It just lacks the punch that OG Cinnamon Toast Crunch has. I think this is because the cereal pieces themselves are cinnamon-flavored, while their dusty coating is spare and more sugar-heavy than the Cinnadust we know, love, and sometimes buy in bulk to sprinkle on our popcorn. A different coating–maybe a vanilla powder to mimic a cinnamon roll’s icing–may have been more successful in elevating Cinnamon Toast Crunch Rolls.

Hope is not lost. In milk, the artificial quality dissipates, and the cinnamon livens up a little bit, getting closer to that sweet center-of-the-roll ideal. This enhanced flavor arrives at the expense of the cereal’s texture, though. Dry, the pieces have the light, airy texture of other corn-based or partially corn-based cereals. Wet, their texture softens to mush quickly.

For best results, you should eat the cereal with milk — but fast. Like within a minute. Maybe this is why the cartoon cinnamon roll on the front of the box has such powerful-looking teeth. He’s trying to show you his technique.

Compared to other cinnamon cereals on the market, Cinnamon Toast Crunch Rolls is only average. The original Cinnamon Toast Crunch, which I count among my favorite cereals, bests the Rolls in terms of flavor. Kellogg’s Cinnabon and Cinnamon Mini Buns cereals both provided a more satisfying texture, and I long for their return. (If you remember the latter product, you probably also remember malls and department stores.)

While Cinnamon Toast Crunch Rolls Cereal makes for a passable breakfast, it is not quite deserving of the Cinnamon Toast Crown.

Purchased Price: $4.29
Size: Family Size – 16.7 oz (473 g)
Purchased at: Target
Rating: 5 out of 10
Nutrition Facts: (per 1 cup) 150 calories, 4 grams of fat, 0 grams of saturated fat, 0 grams of trans fat, 0 milligrams of cholesterol, 180 milligrams of sodium, 28 grams of carbohydrates, 2 grams of fiber, 9 grams of sugar, and 2 grams of protein.