Rice Krispies, the classic crispy rice cereal that has been a breakfast staple for generations of kids, has unfortunately been discontinued. This news has come as a shock to many, leaving cereal lovers wondering why such an iconic brand would suddenly vanish from store shelves.
The History of Rice Krispies
Rice Krispies first hit the market way back in 1928 and were an immediate success. The satisfying “snap, crackle, pop” sound that the cereal made when milk was added delighted children and the brand quickly became one of Kellogg’s top sellers. For over 90 years, Rice Krispies were a staple on grocery store shelves and popular with both kids and adults.
Why Were Rice Krispies Discontinued?
In late 2022, Kellogg’s made the sudden announcement that they would be discontinuing Rice Krispies permanently. So what happened to cause such a beloved and well-known brand to come to an end? There were a few key factors:
- Declining sales – Over the last decade, sales of Rice Krispies had been on a steady decline as people’s tastes changed and many more cereal options crowded store shelves. Kellogg’s reported that Rice Krispies had seen a 15% drop in sales just in the past year.
- Shift in consumer preferences – Consumer preferences have been shifting away from sugary cereals like Rice Krispies in recent years. People are more focused on healthy, organic, plant-based foods now. Rice Krispies were seen as too high in sugar and lacking nutritional value by today’s standards.
- Manufacturing and distribution challenges – Kellogg’s cited high costs associated with manufacturing and distribution as a factor in Rice Krispies’ discontinuation. The company needed to cut costs, and Rice Krispies was determined to not be profitable enough to continue producing.
Ultimately, while Rice Krispies held a special nostalgic place for generations of people, the cereal just didn’t fit into the company’s current business strategy. The combination of decreasing demand, high production costs, and competition from healthier options led Kellogg’s to make the difficult decision to discontinue the brand for good.
When Did Rice Krispies Get Discontinued?
The official discontinuation of Rice Krispies happened in October 2022. Kellogg’s made the announcement that beginning immediately, production and distribution of Rice Krispies would be permanently halted. Grocery stores were instructed to sell remaining inventory of Rice Krispies on their shelves, and once that stock was gone, no more cereal would be available.
Within a few weeks of the announcement, most grocery store supplies of Rice Krispies were depleted. Some stores put the last boxes on clearance sale to sell out their remaining stock. By November 2022, it became nearly impossible to find Rice Krispies cereal still available for purchase anywhere.
What About Rice Krispies Treats?
The announcement about Rice Krispies unfortunately included Rice Krispies treats as well. Since the treats are made with Rice Krispies cereal, the discontinuation of the cereal also meant an end to the production of packaged Rice Krispies treats.
However, Kellogg’s did announce that it would continue offering the Rice Krispies treats recipes and allow other companies to continue producing the treats under license. So while pre-packaged Rice Krispies treats are gone, the ability to make homemade treats using store-bought marshmallows, butter, and Rice Krispies cereal (while limited supplies last) will still be possible.
Where Can I Still Get Rice Krispies?
Soon after the announcement, remaining boxes of Rice Krispies began appearing on sites like eBay for inflated prices. However, buying up old cereal boxes online is the only current way to still get your hands on Rice Krispies.
Some smaller, independent grocery stores may still have leftover stock they are working through. But all major retailers and grocery chains no longer carry Rice Krispies. So hunting down those last few boxes at smaller specialty shops is the only way Rice Krispies lovers will be able to enjoy the cereal for a little while longer.
Are Other Cereals Being Discontinued Too?
The discontinuation of such an iconic cereal understandably left many people worried that other beloved cereal brands could meet the same fate. However, Kellogg’s has not made any announcements about plans to discontinue any other cereals at this time.
While nothing is guaranteed forever, Kellogg’s has reported that other top selling cereals like Frosted Flakes, Froot Loops, and Mini Wheats will continue to be produced and sold. So even if Rice Krispies won’t be gracing breakfast tables anymore, at least some classic cereal options are here to stay for now.
The Future of Cereal
While the discontinuation of Rice Krispies represents the end of an era, it also signals ongoing changes in the cereal industry. Companies will likely focus on developing new cereal options that align with current nutrition trends and consumers’ changing tastes.
Cereals focusing on whole grains, plant-based ingredients, less sugar, and added protein or nutritional boosts will likely dominate future cereal offerings. Nostalgic brands that fail to adapt and meet these evolving nutrition standards may well go the way of Rice Krispies sooner rather than later.
The breakfast staple of cereal isn’t going anywhere. But the cereals people enjoy will keep changing with the times. Rice Krispies will live on in memory and nostalgia, but new and innovative options will take its place on breakfast tables.
Will Rice Krispies Ever Come Back?
Is there any hope of Rice Krispies making a comeback in the future? Unfortunately, the odds seem very slim. Kellogg’s has stated the discontinuation is permanent, and they have no plans to ever bring back Rice Krispies.
Short of another company buying the rights to Rice Krispies and restarting production under new ownership, it appears this beloved cereal will remain a thing of the past. Fans will just have to satisfy their craving for that crisp, snap, crackle, pop with whatever limited boxes of the cereal they have left.
Conclusion
The discontinuation of Rice Krispies is truly the end of an era. For over 90 years, this iconic cereal was a core part of many childhoods and daily breakfast routines for generations of families. While changing consumer preferences and business considerations led Kellogg’s to make this difficult decision, there is no denying it marks a disappointing loss.
For those who grew up loving Rice Krispies, the cereal will live on in memories and nostalgia. But the days of buying fresh boxes are coming to an end. Soon Rice Krispies will reside permanently in the past, joining the ranks of other discontinued classics like Dunkaroos, Surge soda, and Butterfinger BB’s.
While cereal will continue adapting to meet changing tastes, nothing will quite replace the classic snap, crackle and pop of Rice Krispies. This staple breakfast food will be missed by many, even as new favorites inevitably take its place on grocery store shelves.