Kellogg's admits Rice Krispies sound is quieter after recipe change

Kellogg's has informed the BBC that the characteristic "snap, crackle and pop" produced by its Rice Krispies may be noticeably quieter following public outcry over a recent recipe alteration.

The company now produces Rice Krispies and Coco Pops using a blend of corn flour and rice flour rather than whole rice grains.

A spokesperson for Kellogg's said that preserving the iconic sound was a major priority in developing the new formula, yet warned that consumers might find the noise less pronounced and not as immediate as before.

The statement came after numerous online complaints about a perceived change in taste, with some enthusiasts lamenting the loss of the familiar "pop" noise.

Kellogg's explained that the recipe was modified because shifting weather patterns had disturbed the supply of certain grains and cereals.

The firm added that the revised products had undergone thorough assessment for flavour, appearance and texture, although some shoppers reported that their children now refuse to eat them.

Others voiced disappointment, describing the new taste and texture as "totally different" and labeling the alteration as "grim" and "disgusting".

"There's no snap, crackle and pop in these," a parent called Dani wrote on TikTok. "My toddler won't eat them."

Lauren, also posting on TikTok, said she had been eating Rice Krispies every day for breakfast "for years and years". She added, "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," she said. Jessicake meanwhile said they tasted "weird and stale".

The "Snap, Crackle and Pop" effect, created when milk contacts the puffed rice, has been a central element of the brand's advertising since the 1950s.

Kellogg's reiterated that the snap, crackle and pop is still present, but cautioned that consumers might notice a quieter and less instantaneous sound.

Changes to recipes are often challenging for large manufacturers; chocolate producers frequently face accusations of lowering cocoa content, and debates persist online about possible ketchup reformulations.

When the Scottish soft drink Irn‑Bru reduced its sugar in 2018, fans famously hoarded crates of the original version.

No alterations are being made to Rice Krispies products sold in the United States and Canada, where the brand is owned by a separate entity.

Kellogg's said the UK recipe revision will help maintain consistent quality as extreme weather impacts crops and drives up ingredient costs.

The company noted that severe weather in Spain during 2022 and 2023 particularly limited the availability of the rice varieties used in its breakfast cereals.

First launched almost a century ago, Rice Krispies are distributed worldwide and appear in flavours such as vanilla and strawberry in some markets, alongside the widely available chocolate‑flavoured Coco Pops.

"We appreciate that even small changes to a much‑loved product can feel noticeable and that's why we have approached this with a lot of care and consideration," Kellogg's said.

The company added that it values customer feedback and will continue to explore ways to improve its products in the future.

The cereals have already seen modifications, including reduced salt in the 1990s and lower sugar levels in 2018, and they continue to comply with UK regulations on fat, salt and sugar content.

A recent backlash against processed foods, especially those low in fibre and high in sugar, has placed breakfast cereals under heightened scrutiny from healthy‑eating advocates.

Kellogg's emphasized that the cereals contain no artificial colours, flavours or sweeteners, and that nutritional benefits such as fibre, vitamin D and iron remain unchanged.

The new formulations require packaging to display a "contains wheat gluten" warning, while still including barley‑malt extract.