Rice Krispies

Last updated

Rice Krispies
Rice Krispies logo.svg
2020-05-03 09 09 37 A sample of Kellogg's Rice Krispies cereal in the Franklin Farm section of Oak Hill, Fairfax County, Virginia.jpg
Product type Cereal of crisped rice
Owner WK Kellogg Co (US, Canada, Caribbean)
Kellanova (rest of world)
CountryUnited States
Introduced1928;96 years ago (1928)
MarketsWorldwide
Previous owners Kellogg Company (1927–2023)
Website ricekrispies.com

Rice Krispies (known as Rice Bubbles in Australia and New Zealand) is a breakfast cereal produced by WK Kellogg Co for the United States, Canadian, and Caribbean markets and by Kellanova for the rest of the world. [lower-alpha 1] Rice Krispies are made of crisped rice. When milk is added to the cereal the rice tends to collapse, creating the characteristic "snap, crackle and pop" sounds. [1]

Contents

Rice Krispies cereal has a long advertising history with the elf cartoon characters Snap, Crackle and Pop touting the brand.

Background

Rice Krispies was released to the public by the Kellogg Company in 1928.

The original patent called for using partially dried grain, which could be whole or broken, that would have 15–30% moisture which could then be shaped by existing processes for cereal production that include rolling, flaking, shredding, etc. After being processed to the desired shape the grain is dried to around 5–14% moisture content at which stage the grain will expand when subjected to a high temperature creating a light, low-density product that is crisp and easy to chew. [2]

The "Snap, Crackle and Pop" slogan was in use by 1939 when the cereal was advertised as staying "crackly crisp in milk or cream...not mushy!" with claims that the cereal would remain floating (without sinking to the bottom of the bowl) even after 2 hours in milk. They were not a shredded or flaked cereal type, but were instead created by a patented process that Kellogg's called "oven-popping". [3] [2]

Following the 2023 spinoff of the North American cereal division of the original Kellogg Company, Rice Krispies are made by WK Kellogg Co for the United States, Canadian, and Caribbean markets and by Kellanova (the former Kellogg Company) for the rest of the world.

Ingredients

Rice Krispies contain rice, sugar, salt, malt flavoring, iron, ascorbic acid (vitamin C), alpha tocopherol acetate (vitamin E), niacinamide, vitamin A palmitate, pyridoxine hydrochloride (vitamin B6), riboflavin (vitamin B2), thiamin hydrochloride (vitamin B1), folic acid, vitamin B12 (as cyanocobalamin) and vitamin D.

According to Kellogg's, the rice used in the US version of the cereal is grown in the states of Louisiana and Arkansas. [4]

Health claims

In 2010 the Kellogg Company was found by the Federal Trade Commission to be making unsubstantiated and misleading health claims in advertising on Rice Krispies boxes. Claims made by the company included "now helps support your child's immunity" and "has been improved to include antioxidants and nutrients that your family needs to help them stay healthy." The FTC had previously found fault with Kellogg's claims that Frosted Mini-Wheats cereal improved children's attentiveness by nearly 20%. [5]

Variants

Present day

The names of other products within the Rice Krispies family vary depending on where they are sold:

Many generic versions of Rice Krispies (including frosted and chocolate variants) have been produced by other manufacturers under many different names.

Discontinued

In the late 1990s, Kellogg's sold Halloween versions of their regular cereal. This included Halloween Rice Krispies which featured a variety of orange krispies.

Rice Krispies Treats and similar sweets

In 1939, Kellogg's employee Mildred Day concocted and published a recipe for a Camp Fire Girls bake sale consisting of Rice Krispies, melted marshmallows, and margarine. It has remained a very popular snack dubbed Rice Krispies Treats. Kellogg's themselves have now produced commercial varieties of both marshmallow and chocolate-based treats under the name Rice Krispies Squares in Canada [14] and the UK, as well as versions under the original Rice Krispies Treats name sold in the United States. [15]

Kellogg's also produces commercial versions of Rice Krispie treats known as Rice Krispies Squares, [14] cereal bars, and a multi-grain cereal known as Rice Krispies Multi-Grain (formerly Muddles [16] ) sold on the UK market. Primarily aimed at children, Multi-Grain contains a prebiotic and is claimed by Kellogg's to promote good digestive health. [17]

In Australia, Rice Bubbles are found in a well-known homemade sweet, the chocolate crackle. This is often found at fetes and consists of Rice Bubbles, copha and cocoa, amongst other things. In the UK, a similar treat is made of Rice Krispies and melted chocolate. [18] White Christmas is another Australian sweet made with Rice Bubbles, milk powder, copha and dried fruit.

South African controversy

In 2018 the South African branch of Kellogg's replaced the classic Rice Krispies with Rice Krispies Vanilla, thereby discontinuing the production of the original Rice Krispies in the country. This change was met with a lot of public complaints. [19]

Kellogg's South Africa posted the following on their Facebook page in response to the outrage of South African consumers: "Rice Krispies Vanilla is a new product that was launched in South Africa in June this year, responding to many of our customers’ calls for more innovation and variety. With Rice Krispies Vanilla we have moved from a single grain to a multi-grain formula which has additional nutritional benefits and allows us to source locally, promoting local farmers and jobs. The New recipe also contains 9 vitamins & iron. While we fully understand that in some instances people prefer the original plain Rice Krispies, several different recipes were tested in market, and the vanilla formulation was significantly preferred by our local consumers. We will continue to provide opportunities for testing and tasting in-store to share our new taste with consumers." [20] [19]

The new Rice Krispies Vanilla now contained 21.7 g sugar for every 100 g, up from only 9 g previously, and the taste was very poorly received. Despite the public's obvious and vocal disgust with the product, Kellogg's decided to stay firm in their decision on replacing the original Rice Krispies with the new Rice Krispies Vanilla, [19] until 2020 when Kellogg's returned the original product to shelves. [21]

Zandi Mposelwa, head of external relations at Kellogg Sub Saharan Africa, released the following statement: "We have decided to relaunch [the original Rice Krispies] in the market, whilst keeping the Rice Krispies Vanilla variant to ensure that we meet different consumer needs for variety. We are importing the product from the UK because we no longer have manufacturing capability to manufacture the product in South Africa.” [22]

This meant that South African consumers would be paying more for the standard Rice Krispies: a 510 g box of imported original Rice Krispies will cost around ZAR 70. A 600 g box of Vanilla Rice Krispies currently costs ZAR 47.99. [22]

Marketing history

Cartoon mascots

Rice Krispies displayed with other Kellogg's products in a 1948 ad Mother Knows Kellog's Best! - For a right start, 1948.jpg
Rice Krispies displayed with other Kellogg's products in a 1948 ad

Snap, Crackle and Pop, the animated cartoon mascots for Rice Krispies, were created by illustrator Vernon Grant in the 1930s. [23] The original gnome-like Snap first appeared in 1933 on a package of Kellogg's Rice Krispies. Crackle and Pop came later, and since 1939, the three have been together in many forms of advertising, including radio, movie shorts, and comic strips. An updated version of the elf-like Snap Crackle and Pop appeared for the first time on television in 1960; before that it was advertised by Woody Woodpecker. They are the first and longest-running cartoon characters to represent a Kellogg's product. [21] In physics, Snap, Crackle and Pop inspired shorthand names for the fourth, fifth, and sixth derivatives of position. [24]

Taglines

"Snap, crackle and pop" sound

The cereal is marketed on the basis of the noises it produces when milk is added to the bowl. The onomatopoeic noises differ by country and language: [25]

Prizes and premiums

In 1938 and 1939, Vernon Grant, the illustrator who created Snap, Crackle and Pop, produced a set of six illustrations of Mother Goose themes including Humpty Dumpty, Jack and Jill, Jack Be Nimble, Little Jack Horner, Peter Peter Pumpkin Eater, and Twinkle Twinkle Little Star that were offered as premiums in exchange for two Rice Krispies boxtops and a three-cent stamp. [23]

See also

Footnotes

  1. WK Kellogg consists only of the North American cereal business of the former Kellogg Company (now Kellanova), which also covers the Caribbean. Both companies continue to use the Kellogg's brand name.

Related Research Articles

<span class="mw-page-title-main">Breakfast cereal</span> Processed food made from grain

Breakfast cereal is a breakfast food made from processed cereal grains. It is traditionally eaten as part of breakfast, or a snack food, primarily in Western societies.

<span class="mw-page-title-main">Corn flakes</span> Type of breakfast cereal

Corn flakes, or cornflakes, are a breakfast cereal made from toasting flakes of corn (maize). Originally invented as a breakfast food to counter indigestion, it has become a popular food item in the American diet.

<span class="mw-page-title-main">Frosted Flakes</span> WK Kellogg Co brand of sugar-coated corn flakes

Frosted Flakes or Frosties is a breakfast cereal, produced by WK Kellogg Co for the United States, Canada, and Caribbean markets and by Kellanova for the rest of the world, and consisting of sugar-coated corn flakes. It was introduced in the United States, in 1952, as "Sugar Frosted Flakes". The word "sugar" was dropped from the name in 1983.

<span class="mw-page-title-main">Kellogg's</span> American multinational food company

Kellanova is an American multinational food manufacturing company headquartered in Chicago, Illinois, US. Kellogg's produces cereal and convenience foods, including crackers and toaster pastries, and markets their products by several well-known brands including the Kellogg's brand itself, Rice Krispies Treats, Pringles, Eggo, and Cheez-It, along with cereal internationally such as Corn Flakes, Rice Krispies, Frosties and Coco Pops.

<span class="mw-page-title-main">Pop-Tarts</span> Brand of toaster pastries

Pop-Tarts is a brand of toaster pastries produced and distributed by Kellanova since 1964, consisting of a sweet filling sealed inside two layers of thin, rectangular pastry crust. Most varieties are also frosted. Although sold precooked, they are designed to be warmed inside a toaster or microwave oven. They are usually sold in pairs inside Mylar packages and do not require refrigeration.

<span class="mw-page-title-main">Cinnamon Toast Crunch</span> General Mills breakfast cereal

Cinnamon Toast Crunch (CTC), known as Croque-Cannelle in French Canada and Curiously Cinnamon in the UK, and as a variant called Cini Minis in other European and Latin American countries, is a brand of breakfast cereal produced by General Mills and Nestlé. First produced in 1984, the cereal aims to provide the taste of cinnamon toast in a crunch cereal format. The cereal consists of small squares or rectangles of wheat and rice covered with cinnamon and sugar. The cereal is puffed and when immersed in milk, it makes a "snap" noise, similar to Rice Krispies. In most European countries and North America, the product is sold in boxes, but in Poland and Russia the cereal is sold in bags. The product was originally marketed outside Europe with the mascot of a jolly baker named Wendell. Wendell was replaced as a mascot by the "Crazy Squares", sentient Cinnamon Toast Crunch squares that often eat each other in commercials.

<span class="mw-page-title-main">Special K</span> WK Kellogg Co brand of cereal

Special K is an American brand of breakfast cereal and meal bars originally manufactured by Kellogg's. The cereal was introduced to the United States in 1955. It is made primarily from grains such as lightly toasted rice, wheat and barley. Special K used to be marketed primarily as a low-fat cereal that can be eaten to help one lose weight. Following the 2023 spinoff of Kellogg's North American cereal division, the cereal is manufactured by WK Kellogg Co for the United States, Canada, and Caribbean markets. The former Kellogg's, renamed Kellanova, continues to manufacture the cereal for the rest of the world and the meal bars for all markets.

Post Consumer Brands is an American consumer packaged goods food manufacturer headquartered in Lakeville, Minnesota.

<span class="mw-page-title-main">All-Bran</span> Breakfast cereal made by WK Kellogg Co.

All-Bran is a high-bran, high-fibre, wheat bran breakfast cereal manufactured by WK Kellogg Co for the North American market and Kellanova for the rest of the world. It is marketed as an aid to digestive health.

<span class="mw-page-title-main">Snap, Crackle and Pop</span> Kelloggs cereal advertising mascots

Snap, Crackle and Pop are the cartoon mascots of Rice Krispies, a brand of breakfast cereal marketed by the successor companies to the original Kellogg's—WK Kellogg Co in the United States, Canada, and Caribbean markets and Kellanova in the rest of the world.

<span class="mw-page-title-main">Rice Krispies Treats</span> Sweet dessert or snack

Rice Krispies Treats are a confection commonly made through binding WK Kellogg Co's Rice Krispies or another crisp rice cereal together with butter or margarine and marshmallow. Though they are traditionally home-made, Kellogg's began to market the treats themselves in 1995.

<span class="mw-page-title-main">Cocoa Krispies</span> Cocoa flavored version of Rice Krispies

Cocoa Krispies is a breakfast cereal produced by WK Kellogg Co, coming both as a boxed cereal and as a snack bar with a 'dried milk' covered bottom. It is a cocoa flavored version of Rice Krispies that contains real chocolate. In Canada, Rice Krispies Cocoa is their variant of the cereal, with a lighter chocolate flavor. Off-brand "coco krispies" are sold by other companies.

Ricicles was a breakfast cereal sold by Kellogg's in the United Kingdom and Ireland. It was similar to another Kellogg's product, Rice Krispies, with the addition of a frosted sugar coating. The product is known as Frosted Krispies in the United States.

<span class="mw-page-title-main">Honey Bunches of Oats</span> Breakfast cereal made by Post

Honey Bunches of Oats is a breakfast cereal owned by Post Holdings and produced by its subsidiary Post Consumer Brands. Created by lifelong Post employee Vernon J. Herzing by mixing several of Post's cereals together and having his daughter taste them, Honey Bunches of Oats was introduced to markets in 1989 after three years of development. The cereal is made up of three kinds of flakes and oat clusters baked with a hint of honey. It is marketed as a source of whole grain. Other varieties have almonds or fruits added into the mix.

<span class="mw-page-title-main">Chocolate crackles</span> Confection in Australia and New Zealand made of puffed rice

Chocolate crackles are a popular children's confection in Australia and New Zealand, especially for birthday parties and at school fêtes. The earliest recipe found so far is from The Australian Women's Weekly in December 1937.

<span class="mw-page-title-main">Frosted Mini-Wheats</span> Breakfast cereal made by WK Kellogg Co

Frosted Mini-Wheats is a breakfast cereal manufactured by WK Kellogg Co consisting of shredded wheat cereal pieces and frosting.

The following outline is provided as an overview of and topical guide to chocolate:

<span class="mw-page-title-main">Nesquik</span> Brand of products made by Nestlé

Nesquik is a brand of food products made by Swiss company Nestlé. In 1948, Nestlé launched a drink mix for chocolate-flavored milk called Nestlé Quik in the United States; this was released in Europe during the 1950s as Nesquik.

References

  1. How does Kellogg's* Rice Krispies* cereal "talk"? Kellogg Canada
  2. 1 2 "Cereal food".
  3. "LIFE". Time Inc. 12 June 1939 via Google Books.
  4. "Rice Krispies Cereal Speaks to You" (PDF). Archived from the original (PDF) on 1 January 2017. Retrieved 31 December 2016.
  5. Carey, Susan. Snap, Crackle, Slap: FTC Objects to Kellogg's Rice Krispies Health Claim. The Wall Street Journal. 4 June 2010.
  6. "Rice Krispies with Vanilla Flavor Cereal". Kellogg Canada Inc. Archived from the original on 8 July 2007. Retrieved 19 June 2007.
  7. https://www.kelloggs.co.za/en_ZA/products/rice-krispies.html
  8. "Still Krispie after all these years Secret ingredient for crispy rice treats might just be nostalgia". 2 June 1993.
  9. "Kelloggs Strawberry Pops - South African Food - the Savanna". Archived from the original on 2 January 2014. Retrieved 26 August 2013.
  10. https://www.ricekrispies.com/en_US/products/kellogg-s-rice-krispies-cereal-strawberry.html
  11. "The Past In Candy" [ permanent dead link ], X-Entertainment. Article written 2002-01-02, retrieved 2006-11-29.
  12. "Fruity Marshmallow Krispies Cereal | MrBreakfast.com". www.mrbreakfast.com.
  13. "Kellogg's Discontinued Products". Kellogg NA Co. Archived from the original on 4 May 2010. Retrieved 27 April 2010.
  14. 1 2 Rice Krispies Squares, UK. Article retrieved 29 November 2006.
  15. "Kellogg's Rice Krispies Treats Original bars". Kellogg NA Co. Archived from the original on 4 July 2007. Retrieved 19 June 2007.
  16. "Kellogg's Rice Krispies Muddles" (reference to former name), ciao.co.uk. Article retrieved 29 November 2006.
  17. Kellogg's Rice Krispies Multi-Grain, Kellogg's Interactive (kelloggs.co.uk). Article retrieved 29 November 2006.
  18. http://www.kelloggs.com.au/tabid/152/Default.aspx
  19. 1 2 3 "The new Rice Krispies contain much less rice and much more sugar. South Africans seem to hate it". BusinessInsider. Retrieved 22 November 2020.
  20. "Kellogg's South Africa". www.facebook.com. Archived from the original on 26 February 2022. Retrieved 22 November 2020.
  21. 1 2 3 4 5 Rice Bubbles: The history of Snap, Crackle and Pop! Archived 28 April 2009 at the Wayback Machine
  22. 1 2 "After a massive revolt, the old Rice Krispies are back – but pricier and imported from the UK". BusinessInsider. Retrieved 22 November 2020.
  23. 1 2 "1938 Kellogg's Rice Krispies Vernon Grant Prints « Radio Premium Exchange". radiopremiumexchange.com.
  24. Thompson, Peter M. (5 May 2011). "Snap, Crackle, and Pop" (PDF). AIAA Info. Hawthorne, California: Systems Technology. p. 1. Archived from the original (PDF) on 26 June 2018. Retrieved 7 May 2024. The common names for the first three derivatives are velocity, acceleration, and jerk. The not so common names for the next three derivatives are snap, crackle, and pop.
  25. "The Tale – Snap! Crackle! & Pop! story." Version from May 31, 2008 Kellogg's Rice Krispies.