These are shrimp tails.” Then I re-examine them a few hours later and realize, “Nope. Imagine a universe where I’m like, “Yuck. I think we’ve all dated someone like Cinnamon Toast Crunch. Karp objected to the company’s attempt to “gaslight” him about the find, which he described as “cinnamon coated SHRIMP TAILS.” Karp continued, evidently frustrated by how the company dismissed his experience and skeptical that anyone could confuse shrimp tails for clumps of cinnamon sugar: I wasn’t all that mad until you now tried to gaslight me? /rSLE60pvoy Ok, we’ll after further investigation with my eyes, these are cinnamon coated SHRIMP TAILS, you weirdos. Karp, still in possession of the alleged shrimp tails, rebutted the claim, citing “further investigation with my eyes”: We assure you that there's no possibility of cross contamination with shrimp. Whether it was because Karp’s tweet was already gaining traction or for some other reason, Cinnamon Toast Crunch publicly asserted that a careful review of the image proved to their satisfaction that the “shrimp tails” Karp discovered were in fact an apparent “accumulation of the cinnamon sugar that sometimes can occur when ingredients aren’t thoroughly blended,” adding that “there’s no possibility of cross contamination with shrimp”:Īfter further investigation with our team that closely examined the image, it appears to be an accumulation of the cinnamon sugar that sometimes can occur when ingredients aren't thoroughly blended. Most Twitter complaints end there, with the company and user discussing the matter further away from their respective timelines (and public scrutiny.) 6otUwUmrYoĮach day on Twitter, thousands of users tag brands and companies, and in response are asked to move the conversation to direct message. Fair warning, I look different since eating your cereal today. In their response, Cinnamon Toast Crunch also asked Karp to DM the brand, and his response contained what was at least partly “a bit”: We promise you that our team will look into this and get to the bottom of it – but in the meantime, we want to do everything we can to make this right. Can you please send us a DM to collect more details? Thanks! We’re sorry to see what you found! We would like to report this to our quality team and replace the box. Within the hour replied and offered Karp a replacement box Karp was “not sure” whether or not he was “ready for another box”: Karp then “looped in” parent company General Mills:Īlright, I’m looping in because I’m genuinely nervous I will never eat (or sleep) again without answers. Karp to ask why it appeared “shrimp tails” were mixed in with (and coated in) the cinnamon sugar squares - adding “This is not a bit” to emphasize he was not joking about the purported discovery. Ummmm – why are there shrimp tails in my cereal? (This is not a bit) /tTjiAdrnVp They also emailed Karp, saying, “If you are unwilling to send the items and cereal packaging to us, please provide these items to your local law enforcement.On March 22 2021, Twitter user Jensen Karp alerted the official Twitter presence of Cinnamon Toast Crunch that he had found what appeared to be “shrimp tails” in his box of cereal: General Mills issued a statement saying, “We can say with confidence that this did not occur at our facility.” I have to go get them tested,” Karp said. And then Karp noticed black stuff toasted into some of the flakes. Someone even offered an anatomical breakdown of shrimp body parts. Karp wrote back, “OK, well, after further investigation with my eyes, these are cinnamon coated shrimp tails, you weirdos.” Next, the company said, “It appears to be an accumulation of the cinnamon and sugar that sometimes can occur when ingredients aren’t thoroughly blended.” “I definitely don’t want another cereal,” Karp said. The company offered to “replace the box” of cereal. Jensen sent a photo of the alleged shrimp to General Mills’ Twitter account. Ummmm - why are there shrimp tails in my cereal? (This is not a bit) /tTjiAdrnVp- Jensen Karp March 22, 2021Īnd thus began the shrimp tale that mesmerized the internet, inspiring cereal mockups and Cap’n Crunch Sprinkling Shrimp in what was jokingly described as “clearly a case of corporate sabotage.”
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