Rice Krispies are no longer made with rice. Instead, the maker of the iconic breakfast cereal, famed for its ‘snap, crackle and pop’, is now using a mix of rice flour and corn flour.
The change has been hard for fans to stomach. The BBC reported how the new cereal is “grim”, according to some reports on social media feeds, while others noted the ‘pop’ has now gone, or is far less pronounced.
The noise around this recipe change is unlikely to die anytime soon, though.
“I’m surprised that the formula was changed so dramatically. It’s a different product,” Sarah Blanchard, Associate Head of ESG at food and grocery consultancy Prof. Consulting Group, told me this week. “[T]he way Kellogg’s have handled it means that customers feel cheated,” she added.
