Kellogg's acknowledges quieter 'snap, crackle and pop' in UK Rice Krispies after recipe change
Kellogg's UK has modified the recipe of Rice Krispies and Coco Pops, replacing whole rice grains with corn and rice flour.
In Brief
- •Kellogg's UK has modified the recipe of Rice Krispies and Coco Pops, replacing whole rice grains with corn and rice flour.
- •The change has resulted in a quieter 'snap, crackle and pop' sound when milk is added, though the sound is still present.
- •Customer feedback indicates some shoppers and parents are unhappy with the taste and texture changes, with children refusing to eat the new version.
- •The recipe change was made to maintain consistent quality amid extreme weather disruptions affecting rice supplies.
- •No changes are being made to Rice Krispies products in the US and Canada, which are owned by a separate company.
Why It Matters
The recipe change highlights the challenges faced by food manufacturers in balancing product innovation with customer expectations. The backlash against the altered taste and texture of Rice Krispies underscores the importance of maintaining the sensory qualities that have made the product iconic. This incident also reflects broader trends in the food industry, where consumers are increasingly scrutinizing changes to familiar products, particularly those related to health and taste preferences.
Key Details
- Original Ingredients
- Whole rice grains
- New Ingredients
- Corn flour and rice flour
- Customer Feedback
- Parents and consumers report children refusing to eat the new version
- Reason for Change
- Extreme weather disruptions affecting rice supplies
- Regions Affected
- UK, US, Canada
Context & Background
Rice Krispies, launched nearly a century ago, have been a staple breakfast cereal with a distinctive 'snap, crackle and pop' sound when milk is added. The product has undergone previous changes, including reductions in salt content in the 1990s and lowered sugar in 2018. The cereal is sold worldwide and comes in various flavors, including chocolate-flavored Coco Pops.
Original Reporting & Sources
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