Brocho before eating this: Borei Minei Mezonos
Brocho after eating the proper shiur of this: Al Hamichya (only if a proper shiur of the dough is consumed)
If one is Koveah Seduah on this item, Hamotzi Lechem Min Ha'aretz and Bentching are required.
Source: Halachos of Brochos (handbook - page 91)