Kellogg's has acknowledged that its iconic Rice Krispies cereal is quieter in the bowl following a wave of consumer backlash over a UK recipe change.
The cereal giant altered the recipes for both Rice Krispies and Coco Pops in the UK, shifting away from traditional whole rice grains. The revised breakfast staples are now manufactured using a blend of corn flour and rice flour, and include wheat gluten as an ingredient.
The reformulation triggered significant online criticism from shoppers who noticed a distinct change in the cereal's signature auditory experience—specifically, the diminished volume of the famous "Snap, Crackle and Pop" sounds. According to Kellogg's, the adjustments were necessary due to changing weather conditions that impacted global grain and cereal supplies, particularly in South East Asia, which produces over a quarter of the world's rice.
Despite the changes made in the UK market to maintain consistent quality amidst ongoing climate disruptions, Kellogg's confirmed that Rice Krispies products in the US and Canada remain unaffected. The company stated that the new formulations were carefully assessed and that it continues to listen to customer feedback.
