Chris Kamara tries his hand at turning Curiously Cinnamon into a sport.
Curiously Cinnamon have launched an online video campaign to attract a new fans to the cereal.
The tongue-in-cheek video, narrated by pundit, former professional footballer and cult hero, Chris Kamara, pits fans against one another in a competition with the winners those who can eat the most cereal.
So far, so standard. However, this is no ordinary eating contest. The pairs are split with one member tasked with making as much noise as possible to propel the contents of a bowl of cereal held in a speaker into the air where the second member of the team is suspended.
Click on the video below to see the action for yourself.