Rice Krispies (known as Rice Bubbles in Australia) is a brand of breakfast cereal that has been produced by Kellogg's since 1928. They are made of rice grain which is cooked, dried and toasted. These kernels bubble and rise in a manner which forms very thin walls. When the cereal is exposed to milk or juices, these walls tend to collapse suddenly, creating the famous "Snap, crackle and pop" sounds.

Marketing

In 1963, The Rolling Stones recorded a short song for a Rice Krispies television advertisement.^[1]

Rice Krispie treats

marshmallows, and margarine. It has remained a very popular snack dubbed [[rice krispie Kellogg's themselves have now produced commercial varieties of both marshmallow and chocolate-based treats under the name "Rice Krispies Squares" in Canada^[2], as well as versions under the original "Rice Krispies Treats" name sold in the U.S.^[3]

Controversy

Kellogg's has since removed the promotion and campaign from their website. This has been seen as the biggest victory of the Autistic Civil Rights movement to date. ^{[citation needed]}

Variants

Present day

As 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")
• Rice Krispies with chocolate (including "Coco Pops", "Cocoa Krispies" and "Cocoa Rice Krispies")
• Rice Krispies with berry flavors (including "Berry Krispies"^[4] and "Berry Rice Krispies"^{[citation needed]})
• "Rice Krispies with Vanilla Flavour", sold in Canada^[5]

Many generic versions of Rice Krispies (including frosted and chocolate variants) have been produced by other manufacturers under many different names. Teenage film-maker Silentwulf (Eric Ogden) devoted an entire video towards Rice Krispies "Real Strawberries" brand, challenging that they were in fact real, not imaginary or artificial.

Discontinued

Rice Krispies with dehydrated miniature marshmallows ("Marshmallow Rice Krispies") were sold briefly in the U.S. and Canada.^[6] Despite surviving longer in Canada than the U.S., they were finally discontinued altogether during the mid-late 1980s.^{[citation needed]}

Rice Krispies with banana flavour (including "Banana Bubbles" and "Banana Krispies") have also been sold in the past.

Other uses of Rice Krispies brand

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',^[2][7] cereal bars, and a multi-grain cereal known as "Rice Krispies Multi-Grain" (formerly "Muddles"^[8]) 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.^[9]

Taglines

• What do your Rice Krispies say to you? (1990 - 1998)
• Snap, Crackle, Pop; Rice Krispies! (1968 - present)
• Can you hear it? (Canada, 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. In fact, Blue Man Group makes music by crunching Rice Krispies in their performances. ^[10] The onomatopoeic noises differ by language^[11]:

• English: "Snap! Crackle! Pop!"
• Canadian French: "Cric! Crac! Croc!"
• Spanish: "Pim! Pum! Pam!"
• German: "Knisper! Knasper! Knusper!"
• Swedish: "Piff! Paff! Puff!"
• Finnish: “Riks! Raks! Poks!”
• Dutch: Pif! Paf! Pof!
• South African Language: Knap! Knaetter! Knak!

References

1. ^ BBC Music Profiles - The Rolling Stones, bbc.co.uk. Article retrieved 2006-12-30.
2. ^ ^{a b} Rice Krispies Squares, uk. Article retrieved 2006-11-29.
3. ^ Kellogg's® Rice Krispies Treats® Original bars. Kellogg NA Co. Retrieved on 2007-06-19.
4. ^ Kellogg's® Berry Krispies™. Kellogg NA Co.. Retrieved on 2007-06-19. “Distributed in USA”
5. ^ Rice Krispies with Vanilla Flavour Cereal. Kellogg Canada Inc.. Retrieved on 2007-06-19.
6. ^ "The Past In Candy", X-Entertainment. Article written 2002-01-02, retrieved 2006-11-29.
7. ^
8. ^ "Kellogg's Rice Krispies Muddles" (reference to former name), ciao.co.uk. Article retrieved 2006-11-29.
9. ^ Kellogg's Rice Krispies Multi-Grain, Kellogg's Interactive (kelloggs.co.uk). Article retrieved 2006-11-29.
10. ^ “The First Night Feature: Blue Man Group.” London Theatre Guide. http://www.officiallondontheatre.co.uk/news/display?contentId=86639
11. ^ “The Tale – Snap! Crackle! & Pop!® story.” Kellogg’s® Rice Krispies®. http://www.ricekrispies.com/The_Tale.aspx

External links

• Official site
• Official Canadian Site for Recipes and Product Information
• Rice Krispies Cereal and Recipes
• Ingredients, nutritional information
• How it works
• Marshmallow Rice Krispies info and commercial
• Why Rice Krispies go "Snap! Crackle! Pop!
• Rice Krispies Cereal Science Report

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