Rice Krispies

Rice Krispies (known as Rice Bubbles in Australia and New Zealand) is a breakfast cereal produced by WK Kellogg Co for the United States, Canada and the Caribbean and by Kellanova for the rest of the world. Rice Krispies are made of crisped rice. When milk is added to the cereal the rice tends to collapse, creating the characteristic "snap, crackle and pop" sounds.

Rice Krispies cereal has a long advertising history with the elf cartoon characters Snap, Crackle and Pop touting the brand.

Background

Rice Krispies was released to the public by the Kellogg Company in 1928.

The original patent called for using partially dried grain, which could be whole or broken, that would have 15–30% moisture which could then be shaped by existing processes for cereal production that include rolling, flaking, shredding, etc. After being processed to the desired shape the grain is dried to around 5–14% moisture content at which stage the grain will expand when subjected to a high temperature creating a light, low-density product that is crisp and easy to chew.

The “Snap, Crackle, Pop” slogan was in use as early as 1929, with “New! A cereal so crisp it actually crackles in cream!” In 1939 the cereal was advertised as staying "crackly crisp in milk or cream...not mushy!" with claims that the cereal would remain floating (without sinking to the bottom of the bowl) even after 2 hours in milk. They were not a shredded or flaked cereal type, but were instead created by a patented process that Kellogg's called "oven-popping".