The names of popular breakfast cereals are designed to attract the buyer, increasing the attractiveness of the product. Although in all countries whose population speaks Germanic languages, the majority of such foods are produced by international companies using English-language names (сrisps, crunches, krispies and others), there are also names based on national languages. The review of such names shows that a significant part of them is either already available in the language, or specially invented words belonging, according to the concept of S.V. Voronin, to iconic lexical system (it's sound-imitative subsystem), and in particular, transmitting the crunching sounds. In such cases, we have to do with a special occasion of synesthesia - "a complex combination of olfactory, gustatory and trigeminal sensations arising during food intake" [Bob Holmes. Vkus Flavour. Moscow: 2017]. As an illustrative example, the Norwegian word fras will be considered. It will also be demonstrated that the wide use of English names can be explained not only by extra-linguistic factors, but also by the fact that the sound composition of the complexes associated with the characteristic sound of the crunch in Germanic languages has similar features.