Business & Finance

Kellogg’s Says New Rice Krispies Recipe May Reduce Signature Sound

By Today News Hours Editorial Desk

Kellogg’s has told the BBC that the “snap, crackle and pop” sound produced when milk is added to its Rice Krispies may be noticeably quieter after a recipe change. The cereal and its chocolate‑flavoured cousin, Coco Pops, are no longer made with whole rice grains; the toasted puffs are now produced from corn flour and rice flour. A Kellogg’s spokesperson said that keeping the iconic sound was a “huge focus” during the redesign, but customers might notice that the sound is quieter and not as instant as before.

The change follows an online uproar in which some fans claimed they had lost the “pop” sound entirely. Kellogg’s said the recipe was altered because “changing weather conditions” had disrupted supplies of some grains and cereals. The company said the new versions had been “carefully assessed for taste, appearance and texture”. Despite this, consumers complained that the cereal no longer made the familiar sound and that their children would not eat it. Some described the taste and texture as “totally different”, “grim” and “disgusting”. A TikTok user named Dani wrote, “There’s no snap, crackle and pop in these. My toddler won’t eat them.” Another user, Lauren, said, “I had a bowl of the new recipe and you can immediately tell the difference. They don’t have the snapping sound when you put in the milk.” Jessicake added that the cereal tasted “weird and stale”.

The “Snap, Crackle and Pop” sound has been a hallmark of the brand’s marketing since the 1950s. Kellogg’s reiterated that the sound is still present, though it may be quieter. The company said the recipe change in the UK would help “maintain consistent quality” as extreme weather takes a toll on crops and pushes up ingredient prices. Extreme weather in Spain in 2022 and 2023 had reduced availability of the types of rice used in the cereal.

No changes are being made to Rice Krispies products in the US and Canada. Kellogg’s said the new recipes will continue to meet UK food standards for fat, salt and sugar. The company added that the cereals contain no artificial colours, flavours or sweeteners and that their nutritional benefits – fibre, Vitamin D and iron – remain unchanged. However, the new recipes mean packaging will now include a “contains wheat gluten” warning, replacing the previous “may contain gluten” statement.

Kellogg’s said it has not changed the recipe for any of its other cereals. The company noted that the original Kellogg company split into two firms in 2023: Kellanova, now owned by Mars, and WK Kellogg’s, which is operated in North America by Ferrero.

The company thanked customers for their feedback and said it would continue to look for ways to improve its products in the future.