Kellogg’s is rolling out new recipes for its iconic cereals in the United Kingdom and across Europe. Rice Krispies and Coco Pops, long‑known for their whole rice kernels, will now be made with rice flour, while Coco Pops will also contain corn flour and wheat gluten. The changes are driven by supply pressures on rice and other grain crops, according to a statement on the company’s UK website.
What’s changing and why
In the United States and Canada, WK Kellogg – the North American arm of the Kellogg Company – confirmed that Rice Krispies, Cocoa Krispies and Frosted Krispies will continue to list whole rice as the first ingredient. The European versions, however, are produced by Mars under the Kellanova brand after Mars acquired the rights to manufacture the cereals in 2025. The European business plans to introduce the new formulations over the coming weeks and months.
Kellogg’s explained that shifting weather patterns are affecting rice and grain yields worldwide, creating “supply pressures” that make it harder to source whole rice at the volumes needed for its European operations. By switching to rice flour – and in the case of Coco Pops, a blend of rice flour, corn flour, and wheat gluten – the company says it can maintain product availability while still delivering the familiar crunch.
Ingredient details
ITV News reported that the updated UK Rice Krispies now list rice flour as the first ingredient, followed by sugar, salt and malt flavor, with wheat gluten appearing further down the list. Coco Pops’ new label shows a combination of rice flour and corn flour as the primary ingredients, also containing wheat gluten. Both products continue to declare barley and wheat as allergens, and packaging now includes alerts about the wheat gluten change.
According to Kellogg’s UK page, the cereals retain the same levels of fiber, vitamin D and iron as the previous formulas. The company describes the new versions as “even crispier,” noting that the altered cooking methods preserve the texture that consumers expect.
Impact on consumers
Shoppers in the United Kingdom and other European markets should check the updated ingredient lists on the packaging. The shift to flour‑based ingredients does not affect the nutritional claims for fiber, vitamin D or iron, but it does introduce wheat gluten, which may be relevant for those with gluten sensitivities.
For American consumers, there is no change. The U.S. product page still lists whole rice as the first ingredient, followed by sugar, with no mention of rice flour or corn flour. This distinction underscores the separate supply chains and ownership structures: WK Kellogg, now owned by Ferrero, handles North American production, while Mars/Kellanova oversees the European market.
Industry context
The reformulation reflects broader trends in the food industry, where manufacturers adjust recipes in response to global commodity fluctuations. Climate‑related disruptions to rice harvests have prompted several cereal makers to explore alternative grain sources or processing methods. By moving to rice flour, Kellogg’s can mitigate the risk of shortages while keeping shelf‑stable products available to European shoppers.
While some consumers may miss the traditional whole‑grain texture, Kellogg’s assures that the taste and crunch remain consistent. The company’s proactive communication, including a dedicated UK webpage explaining the supply challenges, aims to maintain consumer confidence during the transition.
Looking ahead
As the new formulations roll out, market analysts will watch consumer response and sales data to gauge the success of the change. If the flour‑based cereals perform well, other brands may consider similar adjustments to navigate ongoing supply constraints.
For now, European fans of Rice Krispies and Coco Pops can expect a slightly different ingredient list but the same familiar breakfast experience – crisp, sweet, and ready to soak up milk.
Original reporting: The Dallas Express — read the source article.
