According to Halachos of Brochos (handbook - page 19):
Brocho before eating this: Borei Minei Mezonos
Brocho after eating the proper shiur of this: Al Hamichya [provided a proper shiur of Mezonos is eaten. Otherwise, Borei Nefashos]
If one is Koveah Seduah on this item, Hamotzi Lechem Min Ha'aretz and Bentching are required.
According to The Laws of B'rachos it depends on how much is eaten:
If a small piece is eaten as a snack, the Brocho before eating is: Borei Minei Mezonos and after a proper shiur, Al Hamichya
If it's eaten as or with a meal, the Brocho before is Hamotzi Lechem Min Ha'aretz and after is Bentching