Rice Krispies (known as
Rice Bubbles in Australia
and New
Zealand
) is a breakfast
cereal that was created by Eugene McKay for the Kellogg
company, and later marketed by Kellogg's in 1927 and released to the public
in 1928. Rice Krispies are made of
crisped rice (
rice grains
that are
cook,
dried
and
toasted). and expand forming very thin
and hollowed out walls that are crunchy and crispy. When the cereal
is exposed to
milk or
juices, the walls tend to
collapse suddenly, creating the
famous "
Snap,
crackle and pop" sounds.Rice Krispies cereal is widely known
and popular with a long advertising history, with the cartoon
characters Snap, Crackle, and Pop touting the
brand. In
1963,
The Rolling Stones recorded a short song
for a Rice Krispies television advertisement. Rice Krispies are
also an important ingredient in Rice Krispie bars and squares made
by combining the cereal with melted
marshmallows.
Ingredients
Rice, sugar (glucose and fructose), salt, malt (corn flour, malted
barley), vitamins (thiamin hydrochloride, niacinamide, pyridoxine
hydrochloride, folic acid, d-calcium pantothenate), iron, BHT added
to package material to maintain product freshness. It is not Gluten
Free.
Variants
Present day
Vintage Rice Krispies box
well as 'plain' Rice Krispies, a number of different versions have
been sold by Kellogg's. Their names vary depending on where they
are sold, but there are essentially these basic versions in
existence today:
- Rice Krispies with a sugar-frosted coating
(including "Ricicles" and
"Frosted Rice Krispies")
- "Cocoa
Krispies,"(called "Coco Pops" in the UK, Australia and
New Zealand) a chocolate flavored
version
- "Rice Krispies
Treats Cereal", first introduced in 1993, is a cereal
based on the aforementioned treat. It contains bunches of krispies
fused together by a marshmallow coating.
- Rice Krispies with berry flavors (including "Berry
Krispies" and "Berry Rice Krispies"
- "Rice Krispies with Vanilla Flavour", sold in
Canada
- "Chocolate and Vanilla Rice Krispies", introduced in 2007, is a
cereal containing the mixed flavors of chocolate and vanilla rice
krispies.
Many
generic versions of Rice Krispies
(including frosted and chocolate variants) have been produced by
other
manufacturers under many
different names. One type of brand is Great Value's Crisp Rice,
which is a generic brand. Another is Malt-O-Meal's Crispy
Rice.
Discontinued
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 U.S. and Canada.
Despite surviving longer in Canada than the U.S., they were finally
discontinued altogether during the mid-late 1990s.
Rice Krispies with
strawberry flavor
included 1983's "Strawberry Krispies" and 1997's "Strawberry Rice
Krispies". Australia had a strawberry version of Rice Bubbles which
was discontinued along with other similarly coloured and sweetened
foods in the mid-1970s 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.
An extremely sweet, artificially-colored, cereal known as
"
Razzle Dazzle Rice Krispies" was sold in the late
1990s.
Honey Rice Krispies, coated with a thin layer of honey, were
available in the UK in the mid-to-late-'90s
Other uses of Rice Krispies brand
In 1941, Kellogg's employee Mildred Day concocted and published a
recipe for a
Camp Fire Girls bake sale consisting of Rice Krispies, melted
marshmallows, 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
and the UK,
as well as versions under the original "Rice Krispies Treats" name
sold in the U.S.
In Australia, Rice Bubbles are often made into a well-known treat,
the
chocolate crackle. This is
usually found at school
fetes and consists of
Rice Bubbles,
copha and
cocoa, amongst other things.
In addition to the products above, the 'Rice Krispies' branding has
also been associated with other products containing (or related to)
Rice Krispies. These include 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") 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.
Taglines
- What do your Rice Krispies say to you? (1990 - 1998)
- Snap, Crackle, Pop, Rice Krispies! (1968 - present)
- Snap, Crackle, Pop, Kellogg's Rice Krispies! (Canadian
Variant)
- The taste that tickles (90's Canadian)
- Snap, Crackle, Pop wake up call to the world. (1998-1999)
- Childhood is Calling (2006-present)
- Moms Just Know (2007-present)
The "snap, crackle, 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 language:
References
External links
Wikis
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