Froot Loops is a breakfast cereal produced by Kellogg's since 1962. The sweet cereal consists of coloured rings which have a fruity flavour (though no real fruit is incorporated). The cereal is different in colouration and size (larger) in the UK. Toucan Sam has been the ever-present mascot - a blue anthropomorphic toucan, with an ability to smell Froot Loops from great distances, saying "Follow my nose! It always knows!" or "Follow my nose! For the fruity taste that shows!"