PREHEAT oven to 350°F. Grease and flour 10-inch tube pan; set aside. Mix cereal, sugar and cinnamon; set aside. Beat cake mix, sour cream, eggs and oil in large bowl with electric mixer on low speed until blended. Beat on medium speed 4 min.

POUR half of the batter into prepared pan; sprinkle with half of the cereal mixture. Repeat layers. Gently press cereal mixture into batter with back of spoon to secure.

BAKE 1 hour to 1 hour 5 min. or until wooden toothpick inserted in centre comes out clean. Cool in pan 10 min. Invert cake onto plate; gently remove pan. Return cake to wire rack, top-side up. Cool completely.