Who is the voice of the Sugar Bear cereal?
Unwrapping the smooth‑talking crooner behind Golden Crisp’s beloved mascot
(By Carmichael Phillip)
Introducing Sugar Bear: Cereal Icon Through the Decades
Sugar Bear—Post’s sweet-talking mascot for Sugar Crisp (later Super Sugar Crisp and now Golden Crisp)—first appeared in the late 1940s. Over the years, he’s charmed cereal lovers with a smooth, laid-back attitude and catchy jingles like “Can’t get enough of that Sugar Crisp”. Audiences know him as the anthropomorphic bear in sunglasses and a sweater, softening his foes’ hearts—and cereal boxes—across TV commercials.
The Man Behind the Voice: Gerry Matthews
The long-standing, original voice of Sugar Bear is Gerry Matthews, who voiced the character for over 40 years—from the 1960s through the early 2000s. Matthews adopted a mellow, crooner-like tone, evoking legends like Bing Crosby and Dean Martin, that became Sugar Bear’s signature charm.
Not only did Matthews voice Sugar Bear in commercials, but he also portrayed him during his role on Linus the Lionhearted—a Saturday morning cartoon from 1964 that featured cereal mascots starring in their own animated skits.
Hear It Yourself: Examples of Matthews as Sugar Bear
Several clips showcase Gerry Matthews in action:
1. Vintage TV commercial (1960s‑’70s)
Sugar Bear grooves to “Joshua Fit the Battle of Jericho” with his laid-back delivery:
“Can’t get enough of that Sugar Crisp”
2. Linus the Lionhearted narration (1964‑69)
Matthews reprises the character on the animated series, bringing consistent personality across media.
3. 1980s “Super Bear” ads
Even when Sugar Bear briefly transformed into Super Bear to battle cartoon villains, Matthews retained his trademark style.
You can find compilation clips on YouTube and fan-video archives like “TV’s Saturday Morning Cartoon Legacy: Sugar Bear & Sugar Crisp”.
Why Matthews’ Voice Became Iconic
Several factors helped make Matthews the quintessential Sugar Bear:
Crooner coolness: Emulating Bing Crosby/Dean Martin gave the character a relaxed, approachable charm.
Consistency: 40 years of performance—on both commercials and TV—solidified his persona.
Distinct persona: The smooth, slow delivery stood out from high-energy cartoon voices.
These elements helped cement Sugar Bear as one of cereal’s most recognizable mascots.
Behind the Mic: Gerry Matthews’ Career Highlights
Before Sugar Bear, Matthews worked in clubs and on television. He gained early experience in supper-clubs and nightspots in New York before auditioning for animated roles. Known to few outside cereal fandom, he became one of the most enduring but low-profile voice actors of his era. Later in life, he relocated to Washington state and co-founded a quirky museum in Walla Walla .
Collaborators on Screen: Granny Goodwitch & Others
Sugar Bear often starred opposite villainous characters like Granny Goodwitch, voiced by Ruth Buzzi and later June Foray. These comedic duels added personality to commercials and TV shorts, all supported by Matthews’ smooth narration, which grounded the action and sold cereal through charisma and humor.
Evolution: From Three Bears to One Superstar
Initially, three bears—Dandy, Handy, and Candy—represented Sugar Crisp in the late 1940s. By the 1960s, Post streamlined their mascot lineup, and Matthews’ voice fit the new singular Sugar Bear perfectly. His persona anchored both the brand and its media portrayals for decades.
Modern Marketing: Is Sugar Bear Still around?
While Golden Crisp is still sold in the U.S. and Canada, today’s ads focus less on the classic Sugar Bear, and more on nutrition or product features. However, re-releases and nostalgia campaigns occasionally bring back vintage Sugar Bear clips—featuring Matthews’ timeless voice—for collectors and long-time fans.
Fan Reactions: Love for Matthews and the Mascot
Fans on Boing Boing’s retro forums express enduring admiration:
“Lots of love for Sugar Bear’s voice actor Gerry Matthews.”
The voice is frequently praised for its smooth, comforting quality, and remains beloved across generations.
Iconic Jingle: “Can’t get enough of that Sugar Crisp”
The signature jingle—performed in Matthews’ signature voice—helped create an earworm that persists:
“Can’t get enough of that Sugar Crisp… it’s got the crunch with punch!”
Even after product name changes from Sugar Crisp to Super Sugar Crisp and ultimately Golden Crisp, Matthews adapted the lyrics, maintaining brand continuity.
Cultural Legacy: Why Matthews’ Voice Still Matters
Brand identity: His voice shaped public perception of Golden Crisp for decades.
Emotional connection: Matthews created a sense of nostalgia for breakfast across generations.
Cultural impact: His smooth style influenced later cartoon mascots and jingles across the cereal aisle.
Compare with characters like Tony the Tiger—while visually iconic, Sugar Bear wouldn’t be the same without Matthews’ voice.
🎥 Video Snippets to Explore
1960s Sugar Bear “Joshua Fit…” commercial – smooth crooner delivery
Super Bear vs. Granny Goodwitch (1980s) – vintage animated alter ego
Archived Linus the Lionhearted clips – Matthews voicing Sugar Bear in full narratives
Boing Boing nostalgia compilations – fan comments and voice retrospectives
Search platforms like YouTube, Vimeo, and nostalgic Cereal Mascot compilations for full examples.
📣 Final Summary
Who is Sugar Bear’s voice? It’s the smooth, crooner-style actor Gerry Matthews, whose voice defined four decades of cereal ads and cartoons.
Why he matters: Matthews brought warmth, wit, and low-key cool to the character, making Sugar Bear one of breakfast’s most beloved mascots.
What lasting impact remains? His iconic style is still associated with Golden Crisp today—even in nostalgic throwbacks—and he stands among cereal mascots of great cultural significance.
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