Rice Krispies Lose Their Snap After Recipe Change
Is this a genuine response to real climate pressure on crops or a cynical ploy after Kellanova failed to future-proof the brand?
Above: Boxes of Rice Krispies for sale at a supermarket in Dobbs Ferry, New York, U.S., on June 22, 2022. Image credit: Tiffany Hagler-Geard/Bloomberg/Getty Images
The Facts
- Kellanova announced on Wednesday that it reformulated Rice Krispies to replace whole rice grains with rice flour and Coco Pops to use a blend of rice and corn flour because of "changing weather conditions" affecting the quality and availability of rice and grains.
- In addition, wheat gluten is now an ingredient in both cereals, which must be declared as an allergen, as it is unsuitable for people with a wheat allergy or celiac disease. Packaging for both cereals previously carried a "may contain gluten" warning.
- A Kellanova spokesperson added that, as a consequence, the "snap, crackle and pop" associated with Rice Krispies may be quieter but would remain. However, the hosts of Good Morning Britain tested a bowl live on air and concluded the cereal had lost the sound.
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The Spin
Pro-industry narrative
Kellanova is making these changes in response to real climate pressure on crops. In light of these circumstances, the company is doing everything it can to acquire its ingredients sustainably, whether through farmer training, regenerative farming investment or independently verified sourcing, to keep supplying the cereals people want.
Industry-critical narrative
It is majorly cynical of Kellanova to swap rice out of Rice Krispies but keep the name on the box. While changing weather is disrupting food supply chains, this risk was flagged many years ago. Kellanova's failure to prepare for this eventuality is why it's making these choices, and why celiacs have lost a gluten-free staple overnight.
