Rice Krispies Totally Explained

Everything about Rice Bubbles totally explained

Rice Krispies (known as Rice Bubbles in Australia) is a brand of breakfast cereal that has been created in 1927 by Kellogg's and produced in 1928 on the market. They are made of crisped rice, that is, rice grains which are 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. In 1963, The Rolling Stones recorded a short song for a Rice Krispies television advertisement.

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. However many adult autistics protested the partnership with Autism Speaks citing (amongst other things) ignoring the adult population and in their video allowing one mother to talk about killing her autistic daughter. Kellogg's has since removed the promotion and campaign from their website.

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're 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" and "Berry Rice Krispies")
"Rice Krispies with Vanilla Flavour", sold in Canada
"Chocolate and Vanilla Rice Krispies", Chocolate Rice Krispies and Vanilla Rice Krispies mixed

Many generic versions of Rice Krispies (including frosted and chocolate variants) have been produced by other manufacturers under many different names.

Discontinued

Rice Krispies with dehydrated miniature marshmallows ("Marshmallow Rice 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 banana flavor (including "Banana Bubbles" and "Banana Krispies") have also been sold in the past.
A cereal known as "Razzle Dazzle Rice Krispies" was also sold for a few years.

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 Canada and the UK, as well as versions under the original "Rice Krispies Treats" name sold in the U.S.
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',) 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; Kelloggs Rice Krispies! (1968 - present)

Snap, Crackle, Pop wake up call to the world. (1990's)

Childhood is Calling (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. The onomatopoeic noises differ by language:

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!

Afrikaans: Knap! Knaetter! Knak!

Zulu: “Click! Click! Nagunga!” (Postalveolar clicking)Further Information

Get more info on 'Rice Bubbles'.

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