Kellogg’s admits snap, crackle and pop is quieter after uproar over Rice Krispies recipe change

Kellogg's has admitted that the iconic "snap, crackle and pop" sound from its Rice Krispies cereal may be noticeably quieter following a recipe change that has caused customer uproar. The cereal giant's spokesperson stated that retaining the sound was a top priority when updating the recipe, but customers may notice a quieter and less immediate sound.

The changes were made due to disruptions in grain supplies caused by extreme weather conditions in Spain, which has reduced the availability of certain grains and cereals. Kellogg's has reassessed the new versions for taste, appearance, and texture, but some shoppers have expressed disappointment, with children refusing to eat the altered cereals.

The "Snap, Crackle and Pop" sound has been a central part of the brand's marketing since the 1950s. While the company insists the sound is still present, customers have described the new Rice Krispies as tasting "weird and stale." The company has also added a "contains wheat gluten" warning to the packaging, as the new recipe includes barley-malt extract.

Kellogg's maintains that the change helps maintain consistent quality due to the impact of extreme weather on crop production and ingredient prices, particularly in Spain. The company has emphasized that the cereals still meet UK food standards for fat, salt, and sugar content and contain no artificial colors, flavors, or sweeteners.

Some other parts of the world have also experienced crop production issues due to droughts, floods, and heatwaves caused by the El Niño weather phenomenon, which is expected to last until 2027.