Cinnamon Toast Crunch Chef Suffers From Binger

Screen Shot 2013-04-22 at 4.47.21 PMA stunt in which thrill-seeking rebels swallow a tablespoon of dry cinnamon with no water, gag and spew out a cloud of orange dust went viral in 2012, resulting in more than 50,000 YouTube video clips of people attempting the so-called “cinnamon challenge.” At least 30 cases stemming from the challenge required medical attention, including Cinnamon Toast Crunch’s Chef Wendell who suffered a collapsed lung and destroyed his nasal septum after a 3 day cinnamon binge.

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