After trying it, I think it can be done. The trick would be to make sure your mouth is essentially filled with saliva to start, so let it build up before dumping it in. Then DON’T SWALLOW IT RIGHT AWAY. The failure comes when you try to swallow dry cinnamon, and without sufficient saliva, you can’t get it down. You have to let your body get enough moisture in your mouth to turn it into a sludge that you can actually get down your throat. I don’t know if this can be done in the 60 second time limit, and I’m not going to find out firsthand. I’d prefer the Cinnabon Challenge- which is to eat a caramel pecanbon without gaining an ounce. I’m pretty sure I’m up for that one.