Why use one word when four gets the idea across more laboriously? Like, why call it “water” when “cold distilled cloud sauce” sounds so charmingly clunky? Why settle for “walking” when “dual-legged ambulatory self-propelled motion” is right there? And why simply call your dessert “cinnamon” flavored when “Cinnamon Toast Crunch Cinnadust” offers so much candy-colored cross-branded opportunity?

Just kidding: how could I be upset that Cinnamon Toast Crunch is creeping its cinnamon sugar-swirled tendrils all across the Baking Needs aisle?

And boy howdy is Betty Crocker going all out with the Toast Crunch touch. We’ve got Cinnadust Frosting of course, ideal for all-purpose icing and all-setting spooning directly into your Cinnamon Toast Maw. Then there are two cake mixes: Coffee Cake and Crunch Cake, so you can have a slice of Cinnamon Toast Crunch in the morning and after dinner. There’s Cinnadust Cookie Mix, when dunking cereal in milk just isn’t enough. Then there’s a Cinnamon Toast Crunch Complete Pancake Kit, which sounds like the ultimate mouthfeel gauntlet of crunchiness, stickiness, and fluffiness.

And if that wasn’t enough mouthwatering, molar-tingling sweetness for your day, Lucky Charms is joining the pancake mix too—this one, I believe, would pair beautifully with Mrs. Butterworth’s Fruity Pebbles Syrup (and by “beautifully” I mean “an abstract tie-dyed performance-art abomination”).