His name's Cinnabun, he's a two-pound Holland lop bunny, and he's the new face of General Mills' Trix cereals.
The Golden Valley-based foodmaker held a contest to find a real-life bunny to become the mascot for a special, limited-edition run of Trix cereals, taking the place temporarily of Trix Rabbit.
More than 7,500 rabbits from across the country were entered, and General Mills announced on Wednesday that Cinnabun "out-cuted, out-hopped and out-Trixed" the competition.
He lives in Houston with his owner Natalie Tran, who along with her pet were given the red carpet, VIB (Very Important Bunny) treatment at their local Kroger grocery star.
"It’s kind of unbelievable that they picked him out of thousands of bunnies," Tran said, according to the General Mills press release. "It feels surreal. I never thought I’d be in this kind of situation in my life. It’s a once in a lifetime opportunity."
The bunny already has a decent following on social networking site Instagram, where his account @Cinnabunbun has more than 6,000 followers.
His follower base is likely to grow now. He'll be featured on Trix boxes as the cereal is relaunched along with six other General Mills cereals, with new recipes free of artificial flavors and colors.
General Mills said to represent the Trix Rabbit, who has appeared on the cereals since 1957, photographs entered into the competition had to be "creative, of a bunny that was a good representation of the Trix Rabbit and Trix brand, and a bunny that was cute."
"We’re really proud to call Cinnabun an honorary Real Trix Rabbit," a General Mills spokesperson commented.