Kellogg's switches to rice flour in UK Rice Krispies, sparking consumer backlash

Kellogg's announced that its Rice Krispies sold in the United Kingdom will now be made with rice flour instead of whole rice grains, a change driven by weather-related disruptions to rice supplies. The revised formula also includes wheat gluten, making the product unsuitable for people with celiac disease or wheat allergies, according to the company's UK website.

The company said the adjustment is intended to maintain consistent quality amid declining global rice harvests caused by reduced rainfall in India, El Niño impacts in Indonesia and drought in Italy. A UK spokesperson said the switch was made "with a lot of care and consideration" because even small changes to a popular product can be noticeable.

Kellogg's confirmed that the recipe remains unchanged in Canada and the United States, where the cereals continue to contain whole rice and no wheat gluten. A U.S. spokesperson told CBC News that the American and Canadian versions will retain the same ingredients and taste.

Consumers in the UK have expressed disappointment, noting that the new cereal no longer produces the characteristic snap, crackle and pop sound when milk is added—a hallmark of the brand's marketing for decades. > "They've lost their snap, crackle and pop!" said Susanna Reid, co-host of Good Morning Britain, after testing the reformulated product on air.

Social media posts have echoed the sentiment, with some parents reporting that their children refuse the new version. The change marks the first alteration to the UK recipe since the cereal was introduced in 1928.