Kellogg's Rice Krispies changed U.K. recipe, muffling its snap, crackle and pop

Kellogg’s has reformulated Rice Krispies in the U.K., replacing whole rice grains with rice flour after weather-related problems disrupted the quality and availability of rice and other grains. The change also affects Coco Pops. The company says the adjustment is intended to maintain consistent product quality, but consumers report that the cereal is paler, softer and soggier, and no longer makes its familiar snap, crackle and pop when milk is added. Complaints have appeared on social media and on British television, including a demonstration in which pouring milk over a bowl produced little sound. Some parents say children who regularly ate the cereal now reject it.

The recipe change has consequences beyond texture and sound: the U.K. versions now contain wheat gluten, making them unsuitable for people with celiac disease or wheat allergies. Kellogg’s says its Canadian and U.S. Rice Krispies, Cocoa Krispies and Frosted Krispies recipes remain unchanged and use real rice. Rice Krispies debuted in 1928, and its signature sound became central to its branding soon afterward; the company explains that cooking traps air in the rice, which escapes when milk is poured on. The shift comes amid pressure on global rice supplies, with drought and other weather disruptions affecting major producing regions. The U.S. Department of Agriculture forecasts global rice production will fall 4.6 per cent in 2026 compared with the previous year.