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The Rice Krispies (known as Rice Bubbles in Australia) breakfast cereal was created in 1927 and released to market in 1928 by Kellogg's. Rice Krispies are made of crisped rice (rice grains which are cooked, dried and toasted). The kernels bubble 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.

In 1963, The Rolling Stones recorded a short song for a Rice Krispies television advertisement.¹ Rice Krispies cereal is widely known and popular with a long advertising history, with the cartoon characters Snap, Crackle, and Pop toting the brand. They are also an important ingredient in Rice Krispie bars and squares made by combining the cereal with melted marshmallows.

Controversy

In the summer of 2006, Kellogg's teamed up with Autism Speaks for a campaign called "Know the Signs". The claimed intent was to promote autism awareness via Rice Krispies cereal boxes.² However many adult autistics protested the partnership with Autism Speaks citing (amongst other things) the ignoring of the adult population and in their video allowing one mother to talk about her autistic daughter.^{citation needed} Kellogg's has since removed the promotion and campaign from their website.

Variants

Present day

Vintage Rice Krispies box

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 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"³ and "Berry Rice Krispies"
• "Rice Krispies with Vanilla Flavour", sold in Canada⁴
• "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 Krisp Rice, which is a generic brand.^{citation needed}

Discontinued

Rice Krispies with dehydrated miniature marshmallows ("Marshmallow Rice Krispies") were sold briefly in the U.S. and Canada.⁵ Despite surviving longer in Canada than the U.S., they were finally discontinued altogether during the mid-late 1990s.^{citation needed}

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

Rice Krispies with strawberry flavor including 1983's "Strawberry Krispies" and 1997's "Strawberry Rice Krispies".

An extremely sweet, artificially-colored, cereal known as "Razzle Dazzle Rice Krispies" in the late 1990s.

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 krispie treats. Kellogg's themselves have now produced commercial varieties of both marshmallow and chocolate-based treats under the name "Rice Krispies Squares" in Canada⁶ and the UK, as well as versions under the original "Rice Krispies Treats" name sold in the U.S.⁷

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',⁶ 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)
• Snap, Crackle, Pop wake up call to the world. (1998-1999)
• Childhood is Calling (2006-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!"
• Danish: "Piff! Paff! Puff!"
• Finnish: "Riks! Raks! Poks!"
• Dutch: "Pif! Paf! Pof!"
• Afrikaans: "Knap! Knaetter! Knak!"

References

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!"

Wikipedia content modification information:

• This page was last modified on 3 December 2008, at 16:31.

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