Toucan Sam is the avian mascot of Froot Loops cereal. The character is a blue cartoon toucan with a striped beak. Although his beak originally had two pink stripes, during the 1970s it became a tradition that each stripe on his beak represented one of the flavors of the pieces in the cereal: (red = cherry, yellow = lemon, orange = orange). The additions of new colors have made this color scheme no longer accurate. There are now seven colors of this cereal. The first new color was green, which was introduced in 1991. After that came purple in 1994, then blue in 1997. The newest color, gold, was introduced in 2006. The colors perhaps represent different flavors present in the cereal, but each color has the same flavor.

Biologically speaking, Toucan Sam appears to be a Keel-billed Toucan. Keel-billed Toucans are well-known for their colorful beaks and propensity for fruit in their diets, two features which are very consistent with the character.

In commercials featuring Toucan Sam, he exhibits the ability to smell out Froot Loops from great distances. He invariably locates a concealed bowl or box of the cereal while intoning, “follow my nose! It always knows!” Sometimes followed by “the flavor of fruit! wherever it grows!”