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Rice Krispies (known as Rice Bubbles in Australia and
New Zealand New Zealand ( mi, Aotearoa ) is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and over 700 smaller islands. It is the sixth-largest island count ...
) is a breakfast cereal, marketed by Kellogg's in 1927 and released to the public in 1928. Rice Krispies are made of crisped rice (
rice Rice is the seed of the grass species '' Oryza sativa'' (Asian rice) or less commonly ''Oryza glaberrima'' (African rice). The name wild rice is usually used for species of the genera '' Zizania'' and '' Porteresia'', both wild and domesticat ...
and sugar paste that is formed into rice shapes or "berries",
cook Cook or The Cook may refer to: Food preparation * Cooking, the preparation of food * Cook (domestic worker), a household staff member who prepares food * Cook (professional), an individual who prepares food for consumption in the food industry * ...
ed, dried and
toasted Toast most commonly refers to: * Toast (food), bread browned with dry heat * Toast (honor), a ritual in which a drink is taken Toast may also refer to: Places * Toast, North Carolina, a census-designated place in the United States Books * Toas ...
), and expand forming very thin and hollowed out walls that are crunchy and crisp. When
milk Milk is a white liquid food produced by the mammary glands of mammals. It is the primary source of nutrition for young mammals (including breastfed human infants) before they are able to digest solid food. Immune factors and immune-modula ...
is added to the cereal the walls tend to collapse, creating the "
snap, crackle and pop Snap, Crackle and Pop are the cartoon mascots of Rice Krispies, a brand of breakfast cereal marketed by Kellogg's. History The gnome characters were originally designed by illustrator Vernon Grant in the early 1930s. The names are onomatopoeia ...
" sounds. Rice Krispies cereal has a long advertising history, with the elf cartoon characters Snap, Crackle and Pop touting the
brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create ...
. In 1963,
The Rolling Stones The Rolling Stones are an English Rock music, rock band formed in London in 1962. Active for six decades, they are one of the most popular and enduring bands of the album era, rock era. In the early 1960s, the Rolling Stones pioneered the g ...
recorded a short song for a Rice Krispies television advertisement.


Background

Rice Krispies are made by the Kellogg Company. 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
patent A patent is a type of intellectual property that gives its owner the legal right to exclude others from making, using, or selling an invention for a limited period of time in exchange for publishing an enabling disclosure of the invention."A ...
ed process that Kellogg's called "oven-popping".Patented Sept. 5, 1933 UNITED STATES PATENT OFFICE CEREAL FOOD - Preparation of puffed cereals from wholegrain or grain pieces without preparation of meal or dough by heating without using a pressure release device
/ref> 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.


Ingredients

Rice Krispies contain
rice Rice is the seed of the grass species '' Oryza sativa'' (Asian rice) or less commonly ''Oryza glaberrima'' (African rice). The name wild rice is usually used for species of the genera '' Zizania'' and '' Porteresia'', both wild and domesticat ...
, sugar,
salt Salt is a mineral composed primarily of sodium chloride (NaCl), a chemical compound belonging to the larger class of salts; salt in the form of a natural crystalline mineral is known as rock salt or halite. Salt is present in vast quant ...
, malt flavoring, iron, ascorbic acid (vitamin C), alpha tocopherol acetate (vitamin E),
niacinamide Niacinamide or Nicotinamide (NAM) is a form of vitamin B3 found in food and used as a dietary supplement and medication. As a supplement, it is used by mouth to prevent and treat pellagra (niacin deficiency). While nicotinic acid (niacin) may b ...
,
vitamin A palmitate Retinyl palmitate, or vitamin A palmitate, is the ester of retinol (vitamin A) and palmitic acid, with formula C36H60O2. It is the most abundant form of vitamin A storage in animals. An alternate spelling, retinol palmitate, which violates the - ...
,
pyridoxine hydrochloride Pyridoxine, is a form of vitamin B6 found commonly in food and used as a dietary supplement. As a supplement it is used to treat and prevent pyridoxine deficiency, sideroblastic anaemia, pyridoxine-dependent epilepsy, certain metabolic disor ...
(vitamin B6), riboflavin (vitamin B2),
thiamin hydrochloride Thiamine, also known as thiamin and vitamin B1, is a vitamin, an essential micronutrient, that cannot be made in the body. It is found in food and commercially synthesized to be a dietary supplement or medication. Phosphorylated forms of thi ...
(vitamin B1),
folic acid Folate, also known as vitamin B9 and folacin, is one of the B vitamins. Manufactured folic acid, which is converted into folate by the body, is used as a dietary supplement and in food fortification as it is more stable during processing and ...
,
vitamin B12 Vitamin B12, also known as cobalamin, is a water-soluble vitamin involved in metabolism. It is one of eight B vitamins. It is required by animals, which use it as a cofactor in DNA synthesis, in both fatty acid and amino acid metabolism. ...
(as cyanocobalamin) and
vitamin D Vitamin D is a group of fat-soluble secosteroids responsible for increasing intestinal absorption of calcium, magnesium, and phosphate, and many other biological effects. In humans, the most important compounds in this group are vitamin D3 (c ...
. According to Kellogg's, the rice used in the US version of the cereal is grown in the states of
Louisiana Louisiana , group=pronunciation (French: ''La Louisiane'') is a state in the Deep South and South Central regions of the United States. It is the 20th-smallest by area and the 25th most populous of the 50 U.S. states. Louisiana is borde ...
and
Arkansas Arkansas ( ) is a landlocked state in the South Central United States. It is bordered by Missouri to the north, Tennessee and Mississippi to the east, Louisiana to the south, and Texas and Oklahoma to the west. Its name is from the O ...
.


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%.


Variants


Present day

The names of other products within the Rice Krispies family vary depending on where they are sold: *
Cocoa Krispies Cocoa Krispies (also known as Choco Krispis, Choco Krispies, Coco Pops, Choco Pops depending on region) is a breakfast cereal produced by Kellogg's, coming both as a boxed cereal and as a snack bar with a 'dried milk' covered bottom. It is a c ...
(called Coco Pops in the UK, Ireland, South Africa, Australia, New Zealand, Greece and Italy), a
chocolate Chocolate is a food made from roasted and ground cacao seed kernels that is available as a liquid, solid, or paste, either on its own or as a flavoring agent in other foods. Cacao has been consumed in some form since at least the Olmec civ ...
flavored version (sold worldwide) * Rice Krispies with Vanilla Flavor, sold in Canada and South Africa * Chocolate and Vanilla Rice Krispies, a cereal containing mixed flavor Rice Krispies (introduced in 2007) * Rice Krispies Treats Cereal, contains bunches of krispies fused together by a marshmallow coating (introduced in March 1993) * Strawberry Pops, sold in South Africa * Kellogg's Strawberry Krispies Many
generic Generic or generics may refer to: In business * Generic term, a common name used for a range or class of similar things not protected by trademark * Generic brand, a brand for a product that does not have an associated brand or trademark, other ...
versions of Rice Krispies (including frosted and chocolate variants) have been produced by other
manufacturer Manufacturing is the creation or production of goods with the help of equipment, labor, machines, tools, and chemical or biological processing or formulation. It is the essence of secondary sector of the economy. The term may refer to ...
s under many different names.


Discontinued

* Frosted Rice Krispies (called Ricicles in the UK and Ireland) * Rice Krispies with dehydrated miniature marshmallows (Marshmallow Rice Krispies, also known as Marshmallow Krispies, along with a tropical version, Fruity Marshmallow Krispies), were sold briefly in the United States and Canada."The Past In Candy"
X-Entertainment. Article written 2002-01-02, retrieved 2006-11-29.
Despite surviving longer in Canada than the United States, they were discontinued during the late 1990s. *Rice Krispies with strawberry flavor included 1983's Strawberry Krispies and 1997's Strawberry Rice Krispies. Australia had Strawberry Pops, a strawberry version of Rice Bubbles, which was discontinued in the mid-1970s, along with other similarly coloured and sweetened foods, due to concerns about the additives causing cancer. Banana-flavored Rice Krispies, including Banana Bubbles and Banana Krispies, have also been sold in the past. *Razzle Dazzle Rice Krispies, an extremely sweet, artificially-colored cereal, was sold from late 1997 to 1999. *Apple Cinnamon Rice Krispies, a cereal flavored with apple and cinnamon, was sold in the early 1990s. *Rice Krispies with berry flavors, including Berry Krispies and Berry Rice Krispies. *Rice Krispies with honey, Honey Rice Krispies, was sold in the UK and Canada for a short period of time in the late 1990s. 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 Camp Fire, formerly Camp Fire USA and originally Camp Fire Girls of America, is a co-ed youth development organization. Camp Fire was the first nonsectarian, multicultural organization for girls in America. It is gender inclusive, and its prog ...
bake sale consisting of Rice Krispies, melted
marshmallow Marshmallow (, ) is a type of confectionery that is typically made from sugar, water and gelatin whipped to a solid-but-soft consistency. It is used as a filling in baking or normally molded into shapes and coated with corn starch. The sugar c ...
s, 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 Canada is a country in North America. Its ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, covering over , making it the world's second-largest country by tot ...
Rice Krispies Squares
UK. Article retrieved 29 November 2006.
and the UK, as well as versions under the original Rice Krispies Treats name sold in the United States. Kellogg's also produces commercial versions of Rice Krispie treats known as Rice Krispies Squares, cereal bars, and a multi- grain cereal known as Rice Krispies Multi-Grain (formerly Muddles"Kellogg's Rice Krispies Muddles"
(reference to former name), ciao.co.uk. Article retrieved 29 November 2006.
) 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.Kellogg's Rice Krispies Multi-Grain
Kellogg's Interactive (kelloggs.co.uk). Article retrieved 29 November 2006.
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 Chocolate is a food made from roasted and ground cacao seed kernels that is available as a liquid, solid, or paste, either on its own or as a flavoring agent in other foods. Cacao has been consumed in some form since at least the Olmec civ ...
. White Christmas is another Australian sweet made with Rice Bubbles, milk powder, copha and
dried fruit Dried fruit is fruit from which the majority of the original water content has been removed either naturally, through sun drying, or through the use of specialized dryers or dehydrators. Dried fruit has a long tradition of use dating back to th ...
.


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. 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." 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, until 2020 when Kellogg's returned the original product to shelves. Zandi Mposelwa, head of external relations at Kellogg Sub Saharan Africa, released the following statement: "We have decided to relaunch he original Rice Krispiesin 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.” 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.


Marketing history


Cartoon mascots

Snap! Crackle! and Pop!, the animated cartoon mascots for Rice Krispies, were created by illustrator Vernon Grant in the 1930s.1938 Kellogg's Rice Krispies Vernon Grant Prints
/ref> 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 Woody Woodpecker is an animated character that appeared in theatrical short films produced by the Walter Lantz Studio and distributed by Universal Studios between 1940 and 1972. Woody, an anthropomorphic woodpecker, was created in 1940 by ...
. They are the first and longest-running cartoon characters to represent a Kellogg's product.Rice Bubbles: The history of Snap, Crackle and Pop!


Taglines

*Snap! Crackle! Pop! Rice Krispies! (1966–present) *It's Going to Be a Rice Day (1960s) *The taste that tickles (early 1990s-2000s, Canadian) *Snap! Crackle! Pop! Nutritious! (late 1997–1999, Canadian) *What do your Rice Krispies say to you? (1990–1998) *Let someone in on the fun! (1997-1998) *Celebrating the joy of kids growing through interaction. (1998, PBS Sponsorship for
Teletubbies ''Teletubbies'' is a British children's television series created by Anne Wood and Andrew Davenport for the BBC. The programme focuses on four differently coloured characters known as the Teletubbies, named after the television screens on t ...
) *Snap, Crackle, Pop. Wake up call to the world. (1998–2001) *Childhood is Calling (2006–present) *Moms Just Know (2007–present)


"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: "The Tale – Snap! Crackle! & Pop! story." Version from May 31, 2008
''Kellogg's Rice Krispies.''
*
English English usually refers to: * English language * English people English may also refer to: Peoples, culture, and language * ''English'', an adjective for something of, from, or related to England ** English national ide ...
: Snap! Crackle! Pop! *
Danish Danish may refer to: * Something of, from, or related to the country of Denmark People * A national or citizen of Denmark, also called a "Dane," see Demographics of Denmark * Culture of Denmark * Danish people or Danes, people with a Danish a ...
: ''Pyf! Paaf! Pof!'' *
Swedish Swedish or ' may refer to: Anything from or related to Sweden, a country in Northern Europe. Or, specifically: * Swedish language, a North Germanic language spoken primarily in Sweden and Finland ** Swedish alphabet, the official alphabet used by ...
: ''Piff! Paff! Puff!'' *
German German(s) may refer to: * Germany (of or related to) ** Germania (historical use) * Germans, citizens of Germany, people of German ancestry, or native speakers of the German language ** For citizens of Germany, see also German nationality law **Ge ...
: ''Knisper! Knasper! Knusper!'' *
Spanish Spanish might refer to: * Items from or related to Spain: **Spaniards are a nation and ethnic group indigenous to Spain **Spanish language, spoken in Spain and many Latin American countries **Spanish cuisine Other places * Spanish, Ontario, Can ...
: ''Pim! Pam! Pum!'' *
Finnish Finnish may refer to: * Something or someone from, or related to Finland * Culture of Finland * Finnish people or Finns, the primary ethnic group in Finland * Finnish language, the national language of the Finnish people * Finnish cuisine See also ...
: ''Riks! Raks! Poks!'' * French: ''Cric! Crac! Croc!'' *
Dutch Dutch commonly refers to: * Something of, from, or related to the Netherlands * Dutch people () * Dutch language () Dutch may also refer to: Places * Dutch, West Virginia, a community in the United States * Pennsylvania Dutch Country People E ...
: ''Pif! Paf! Pof!'' *
Afrikaans Afrikaans (, ) is a West Germanic language that evolved in the Dutch Cape Colony from the Dutch vernacular of Holland proper (i.e., the Hollandic dialect) used by Dutch, French, and German settlers and their enslaved people. Afrikaans gra ...
: ''Knap! Knetter! Knak!'' *
Belgium Belgium, ; french: Belgique ; german: Belgien officially the Kingdom of Belgium, is a country in Northwestern Europe. The country is bordered by the Netherlands to the north, Germany to the east, Luxembourg to the southeast, France to th ...
: ''Poos! Pas! Pes!''


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 The figure of Mother Goose is the imaginary author of a collection of French fairy tales and later of English nursery rhymes. As a character, she appeared in a song, the first stanza of which often functions now as a nursery rhyme. This, howeve ...
themes including
Humpty Dumpty Humpty Dumpty is a character in an English nursery rhyme, probably originally a riddle and one of the best known in the English-speaking world. He is typically portrayed as an anthropomorphic egg, though he is not explicitly described as such. ...
,
Jack and Jill "Jack and Jill" (sometimes "Jack and Gill", particularly in earlier versions) is a traditional English nursery rhyme. The Roud Folk Song Index classifies the commonest tune and its variations as number 10266, although it has been set to severa ...
,
Jack Be Nimble "Jack Be Nimble" is an English language nursery rhyme. It has a Roud Folk Song Index number of 13902.1882 Lyrics The most common version of the rhyme is: :Jack be nimble, :Jack be quick, :Jack jump over :The candlestickI. Opie and P. Opie, ...
, Little Jack Horner, Peter Peter Pumpkin Eater, and
Twinkle Twinkle Little Star "Twinkle, Twinkle, Little Star" is a popular English lullaby. The lyrics are from an early-19th-century English poem written by Jane Taylor, "The Star". The poem, which is in couplet form, was first published in 1806 in '' Rhymes for the Nursery ...
that were offered as premiums in exchange for two Rice Krispies boxtops and a three-cent stamp.


See also

*
List of breakfast cereals This is a list of breakfast cereals. Many cereals are trademarked brands of large companies, such as Kellogg's, General Mills, Malt-O-Meal Company, Malt-O-Meal, Nestlé, Quaker Oats Company, Quaker Oats and Post Foods, but similar equivalent pro ...


References


External links

*
How it works




{{Kellogg's Kellogg's cereals Products introduced in 1928 Rice dishes