Reported by BBC Business
Kellogg's has told the BBC the "snap, crackle and pop" sound made by its Rice Krispies may be noticeably quieter after an uproar over the cereal giant's recipe change.
Rice Krispies and Coco Pops are no longer being made with whole rice grains, with the tiny toasted puffs being made using corn flour and rice flour instead.
A Kellogg's spokesperson said retaining the iconic sound had been a "huge focus" when designing the new recipe, but that customers "might notice that the sound may be quieter and not as instant as before".
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It followed an online uproar about changes to the breakfast staples, with some fans saying they had lost the "pop" sound altogether.
Kellogg's said the recipe was altered due to "changing weather conditions" that have disrupted supplies of some grains and cereals.
The cereal giant said the new versions had been "carefully assessed for taste, appearance and texture", but fans complained online they no longer made the famous "pop" sound and said their children would no longer eat them.
Some expressed dismay that the taste and texture were "totally different" and dubbed the change "grim" and "disgusting".
"There's no snap, crackle and pop in these," a parent named Dani wrote on TikTok. "My toddler won't eat them."
Lauren, also posting on TikTok, added that she had been eating Rice Krispies every day for breakfast "for years and years".
"I had a bowl of the new recipe and you can immediately tell the difference," she said. "They don't have the snapping sound when you put in the milk."
The "Snap, Crackle and Pop" - made when milk is added to the puffed rice - has been a centrepiece of the brand's marketing since the 1950s.
Kellogg's insisted the snap, crackle and pop is "still there, but consumers might notice that the sound may be quieter and not as instant as before".
Recipe changes are notoriously difficult for big brands. Chocolate makers are constantly accused of reducing cocoa content in their products and debates rage online over whether ketchup ingredients have changed.
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