Uproar over missing 'pop' as Rice Krispies changes its recipe
Rice Krispies and Coco Pops, long-standing staples of the family breakfast table, will no longer be made of whole rice grains in the UK, after Kellogg's announced it was changing its recipe. Instead, the tiny toasted puffs will be made using a blend of corn flour and rice flour, and will now also contain wheat gluten.
A Kellogg's spokesperson explained the reformulation was due to "changing weather conditions" that have disrupted grain and cereal supplies. The cereal giant assured fans that the new versions had been "carefully assessed for taste, appearance, and texture." However, many customers took to social media to express their dissatisfaction, claiming the new recipe lacks the iconic "pop" sound and alters the texture significantly. Some even went as far as calling the change "grim" and "disgusting."
The famous "Snap, Crackle, and Pop" sound, made when milk is added to the puffed rice, has been a cornerstone of the brand's marketing since the 1950s. Recipe changes are often controversial for large brands, as seen with chocolate makers facing criticism over reduced cocoa content and debates over ketchup recipes.
In 2018, Scottish fizzy drink Irn Bru faced a similar backlash when it cut its sugar content, leading to fans stockpiling the older version. Kellogg's, however, noted that no changes are being made to Rice Krispies products in the US and Canada. They explained that the recipe change in the UK aims to "maintain consistent quality" amidst extreme weather and rising ingredient prices.
Rice Krispies, launched nearly a century ago, are sold globally and come in various flavors. Kellogg's emphasized that the new recipes will still meet UK food standards for fat, salt, and sugar content. The company also pointed out that the cereals are free from artificial colors, flavors, and sweeteners, retaining their nutritional benefits.
However, the new recipes will require a "contains wheat gluten" warning on the packaging, as previously, the label only mentioned a potential gluten risk due to cross-contamination in manufacturing.
Kellogg's, which separated into two distinct firms in 2023, hasn't changed the recipe for any of its other cereals. The global rice supply has been impacted by El Niño, with droughts, floods, and heatwaves affecting many Asian regions, where a quarter of the world's rice is produced. The World Meteorological Agency predicts that this record-breaking El Niño will persist until at least 2027.