Kellogg’s South Africa is feeling the hate from hundreds of South Africans for radically changing the formula of its iconic Rice Krispies cereal.
It has gone from rice to “multigrain”‚ a vanilla flavour has been added along with twice the amount of sugar‚ and to top it all‚ the famous “snap‚ crackle and pop” has disappeared.
Many of the more than 500 consumers who have shared their outrage on the company’s Facebook page have accused Kellogg’s SA of tricking them into buying the “new‚ improved” Rice Krispies by not making it clear that the product is entirely different.
“I bought two boxes and my son HAAAAATES them!” Gugulethu Zungu wrote.
“And it’s shady how you guys just put them there like they are the originals cos the vanilla flavour wording is so small and unnoticeable.
“Please stop production and return the original Rice Krispies.”
Rukshana Dollie-Ismail said: “Omw ... can’t believe the nation feels the same.
“I lodged a complaint with Kellogg’s two weeks ago and nothing has been done. My kids really don’t like it and Kellogg’s has taken away the originality and memories too.”
Mohammed Sader said: “What were you thinking? Epic fail. You are just destroying a strong household brand. My four-year-old nephew refuses to have the new product.”
In an e-mail to TimesLIVE‚ Sandy Roman of Cape Town called the new Rice Krispies “the most revolting cereal I have ever tasted”.
“And on Facebook, all Kellogg’s does is give the standard response: ‘Thanks for getting in touch. We appreciate your valuable feedback!’
“I am hopping mad because I spent more than R60 on this revolting product.”
Kellogg’s was then asked:
● What prompted what appears to be a radical change‚ which is not adequately reflected on the packaging?
● Why so much more sugar (from 9% sugar to 21%) when, globally, food manufacturers are reducing the sugar content of their products?
● Did Kellogg’s SA do any local market research before changing the formulation?
In response, the company’s research‚ nutrition and technology director‚ Xolile Mbatha‚ said the new‚ improved Rice Krispies‚ introduced to the market in July‚ had been tested on consumers first – all of them mothers and their children.
“While we understand there are differences in everyone’s taste‚ the results from this market research indicated that the Rice Krispies Vanilla was significantly liked by all consumers‚” Mbatha said.
The move from a singlegrain (rice) formula to multigrains allowed Kellogg’s to source all its major ingredients domestically‚ whereas previously all the main ingredients had been imported.
“The new recipe also contains nine vitamins and iron‚ which deliver better nutritional benefits.”
It did have “a thin coating of sugar” to enhance crispiness‚ Mbatha said‚ equivalent to 1.5 teaspoons per serving.
Kellogg’s restricts the sugar content of its products to no more than 33% (33g per 100g) of sugar‚ and the new Rice Krispies Vanilla was developed within these guidelines at 21.7g per 100g‚ she said.
“But we acknowledge that there is more room for improvement by way of both consumer education as well as to meet consumers’ needs.”
As for claims that the new pack is easily mistaken for the old one‚ Mbatha said the company had made every effort to clearly state the new and improved vanilla formula on Rice Krispies Vanilla package.
Kellogg’s Coco Pops is also getting negative reviews.
“I was really disappointed when I opened up my new box of Coco Pops‚” Sharlene Naicker said.