Kellogg's says UK Rice Krispies recipe change makes sound quieter

Kellogg's has told the BBC that the "snap, crackle and pop" sound made by its Rice Krispies may be noticeably quieter after an uproar over the cereal giant's recipe change in the UK.

Recipe change in the UK

Rice Krispies and Coco Pops are no longer being made with whole rice grains, with the tiny toasted puffs being made using corn flour and rice flour instead. Kellogg's said it had adapted the recipes due to "changing weather conditions" that have disrupted supplies of some grains and cereals.

A Kellogg's spokesperson said retaining the iconic sound had been a "huge focus" when designing the new recipe, but that customers "might notice that the sound may be quieter and not as instant as before".

The firm said the new versions had been "carefully assessed for taste, appearance and texture". Some shoppers said their children would no longer eat them, and some expressed dismay that the taste and texture were "totally different".

Kellogg's insisted the snap, crackle and pop is "still there, but consumers might notice that the sound may be quieter and not as instant as before".

Canadian and US products unaffected

No changes are being made to Rice Krispies products in the US and Canada, which are owned by a separate company. WK Kellogg Co. says Rice Krispies sold in Canada are still made with real rice, with no recipe changes.

"Kellogg's Rice Krispies cereals sold in the U.S. and Canada are not impacted by the recently reported recipe changes to Kellogg's Rice Krispies and Kellogg's Coco Pops cereals in the UK," the WK Kellogg Co. spokesperson said.

WK Kellogg Co. explains the company's lineup of Kellogg's Rice Krispies cereals in the U.S. and Canada, including Kellogg's Rice Krispies, Kellogg's Cocoa Krispies and Kellogg's Frosted Krispies, are made with real rice and will continue to be.

"There are no changes to their ingredients or recipes, and consumers can continue to expect the same delicious Rice Krispies taste they know and love," the spokesperson said.

Why it matters

The recipe change affects UK customers only, while Canadian and US consumers will continue to buy Rice Krispies made with real rice. Kellogg's said the change in the UK would help "maintain consistent quality" as extreme weather takes a toll on crops and pushes up ingredient prices. The new UK recipes mean packaging will now include a "contains wheat gluten" warning, and the cereals continue to contain barley-malt extract.

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Sources

• bbc.com: Kellogg's admits snap, crackle and pop is quieter after uproar over Rice Krispies recipe change
• insidehalton.com: Canadian Rice Krispies not impacted by U.K. recipe change
• stcatharinesstandard.ca: Canadian Rice Krispies not impacted by U.K. recipe change

This article was drafted with AI assistance and checked against the sources above. Company claims are reported as claims. Cover image is AI-generated.