No more ‘snap, crackle and pop’. Rice Krispies recipe change met with public scorn in the U.K.

The company said the recipe change was a necessity as "changing weather conditions" disrupted the supply of grains and cereals.

Published Nov 04, 2026  •  2 minute read

Rice Krispies in the UK have lost its 'snap,' 'crackle,' and 'pop.' The cereal giant is now using corn flour and rice flour instead. Photo by Kellogg's UK

See more Toronto Sun on Google — save as a Preferred Source 

Article content

The sound of breakfast is creating quite a stir of emotion in the UK.  

Article content

Article content

The BBC reports that the “snap, crackle and pop” sound made by Rice Krispies may be noticeably quieter after Kellogg’s changed its recipe to both Rice Krispies and Coco Puffs. 

Both products are no longer made with whole rice grains. The cereal giant is now using corn flour and rice flour instead. 

A Kellogg’s UK spokesperson told the BBC that retaining the iconic sound had been a “huge focus” but that customers “might notice that the sound may be quieter and not as instant as before.” 

The company said the recipe change was a necessity as “changing weather conditions” disrupted the supply of grains and cereals.  

Kellogg’s says the new version was “carefully assessed for taste, appearance and texture,” but judging by the outcry on social media, the company may have swung and missed with this one.  

During the Good Morning Britain television show on Wednesday, hosts Ed Balls and Susanna Reid conducted an easygoing investigation into the recipe change.  

Article content

As Balls poured the milk, Reid placed a live microphone near the cereal, waiting to hear the familiar sounds. Balls then placed his left ear in the bowl for several seconds.  

“I would say, no,” Reid said. “They have lost their snap, crackle and pop.” 

No laughing matter

Others didn’t take the change in such a lighthearted manner as the TV hosts.  

“What have you done to Rice Krispies!,” an X user wrote. “Been having them every day for most of my life, but this new formulation is beyond bad, it clumps in your mouth and leaves a strange aftertaste.” 

“They don’t even snap, crackle and pop anymore,” another user on X wrote. “Same old story as food gets worse, more expensive, and packed with more rubbish.” 

“Extraordinary news that Rice Krispies and Coco Pops no longer contain rice,” another X user wrote. “What is this world coming to?” 

The trifecta of breakfast sounds has been the centrepiece of the company’s marketing since the cereal hit the market in 1928. The words “snap, crackle and pop” first appeared in a print ad a year later, finally making their way onto the cereal box in 1932. 

No changes are being made to the sound of Rice Krispies in Canada. 

[email protected]

Article content