Kellogg's reformulates Rice Krispies and Coco Pops, adding wheat gluten

Kellogg's announced that its Rice Krispies cereal will now be made with rice flour instead of whole rice, while Coco Pops will contain a blend of corn flour and rice flour. The reformulation introduces wheat gluten as an ingredient, requiring the company to list wheat as an allergen on the packaging and to highlight it in bold.

"We have updated the Rice Krispies and Coco Pops recipes, which are now made using corn flour and rice flour," a spokesperson for Kellogg's said. "This recent change helps us maintain consistent quality at a time when changing weather conditions are affecting the quality and availability of some of the rice and grains used in our cereals."

The company emphasized that both cereals remain classified as non-HFSS, contain no artificial colours, flavours or sweeteners, and retain their existing levels of fibre, vitamin D and iron. Previously, the products carried a "may contain gluten" warning because they were produced in facilities that also handled gluten-containing cereals; the new formulation makes wheat gluten a direct ingredient.

Kellogg's said the updated recipes have been tested for taste, appearance and texture and that the firm continues to monitor consumer feedback. The packaging now features prominent allergen warnings to inform shoppers of the change.

Industry reports suggest the reformulation comes as Rice Krispies sales have been declining in both value and volume. The move follows Kellogg's earlier U.S. commitment to eliminate artificial dyes from its cereals by the end of 2027, a pledge that includes stating that most of its cereal sales already contain no FD&C colours.