Snap, Crackle & Flop

Note my special Rice Krispies bowl – not used for anything else!

Kellogg's Rice Krispies cereal has been a regular topic on this blog. I've been eating it all my life and even more often as an adult. But I've noticed that something's changed recently and it's enough to make Snap, Crackle and Pop go on strike.

So what's different? The cereal itself has no taste – no flavor. The cereal pieces themselves are lighter in taste and in color. They look almost bleached. It's like they're no longer even baked or cooked, because they've lost that light brown color. The cereal even sogs up quicker.

Compare the color of the cereal in my photo (from this weekend) at the top of this post, with the cereal in this photo from a 1965 Rice Krispies Marshmallow Treats ad.

For a direct comparison, here's what Rice Krispies Treats look like today. Note the stoned elfin trio. They're higher than a kite and unaware of the changes to their own cereal. They've got the munchies and are ready to attack that Treat that's as big as a Futon.

Worst of all – WORST of all – when you pour on the milk (oat milk in my case), the cereal no longer does its thing. The trademark 'snap, crackle and pop' is barely heard at all. It goes on faintly for about 2 or 3 seconds and that's it.

I'd write to Kellogg's to ask them what's going on, but they would probably ignore my letter like they did my last ones over the past few years. I kept finding hard bits of rice in my cereal – like gravel – and even collected samples from several boxes, packaged them in separated plastic bags labeled with lot, date, expiration, etc. and sent them to Kellogg's. I never heard back. ("Hey, it's another letter from that kook in Ohio!")

Anyways, judging from comments online, others have noticed it too. Someone who seemed knowledgeable said that Kellogg's is now using a different kind of rice. But all agree that the change is for the worse.

I guess Rice Krispies lovers are just up Battle Creek without a paddle.

"Gee, our cereal used to look golden brown and appetizing."