Kellogg’s has told BBC News that the iconic “snap, crackle and pop” sound made by its Rice Krispies cereal may be noticeably quieter following consumer uproar over a recent recipe change.
Recipe Adjustments Due to Weather Disruption
Rice Krispies and Coco Pops are no longer produced using whole rice grains. Instead, the tiny toasted puffs are now manufactured using a combination of corn flour and rice flour. A Kellogg’s spokesperson explained that keeping the famous sound was a “huge focus” during the design of the new recipe, but acknowledged that customers “might notice that the sound may be quieter and not as instant as before.”
The company stated that it adapted the recipes because of “changing weather conditions” that have disrupted supplies of specific grains and cereals. Severe weather in Spain throughout 2022 and 2023 reduced the availability of the specific types of rice the company utilizes for its breakfast cereals. The adjustment aims to help “maintain consistent quality” as extreme weather impacts crops and drives up ingredient prices.
The firm insisted that the new versions were “carefully assessed for taste, appearance and texture.” Kellogg’s also noted that no modifications are being made to Rice Krispies products in the US and Canada, as those markets are operated by a separate company.
Consumer Backlash and Nutritional Details
The changes prompted complaints online from shoppers stating that the taste of the breakfast staples had altered, with some fans missing the distinctive “pop” sound and describing the texture as “weird and stale.” A parent named Dani shared on TikTok that her toddler refused to eat them because they lacked the traditional sound, while another user named Lauren noted that she could immediately tell the difference after eating them for years.
The “Snap, Crackle and Pop” characters, created when milk meets puffed rice, have served as a centerpiece of the brand’s marketing since the 1950s. Responding to the feedback, Kellogg’s stated that it appreciated customer input and would “continue to look at ways to make [its] products even better in the future.”
The company emphasized that the cereals contain no artificial colors, flavors, or sweeteners, and that the nutritional benefits per bowl—such as fiber, Vitamin D, and iron—remain unchanged. The revised recipes will now feature a “contains wheat gluten” warning on the packaging, alongside the existing barley-malt extract ingredient. Kellogg’s confirmed it has not altered the recipe for any of its other breakfast cereals.
