Rice Krispies recipe change adds wheat gluten, making both Kellogg’s cereals unsafe for coeliacs

The Rice Krispies recipe has been rewritten: Kellogg’s has taken whole rice out of the cereal and replaced it with rice flour, citing “changing weather conditions” that it says are affecting the quality and availability of some of the rice and grains it uses. Coco Pops has been reworked too, and now uses a blend of rice flour and corn flour instead of rice.

Why the Rice Krispies recipe changed

Kellogg’s says the move helps it “maintain consistent quality” while weather patterns disrupt supplies. The Guardian framed the change as a sign of how the climate crisis is reaching the breakfast table. The company’s own explanation is more cautious and refers only to weather. A spokesperson acknowledged that even small tweaks to a much-loved product “can feel noticeable”. The company says the new versions were assessed for taste, appearance and texture, and that it is still listening to consumer feedback.

The allergen shift matters most

For many shoppers the most significant part of the change is not the texture but the allergen information. The updated recipes contain wheat gluten, so neither cereal is now suitable for people with coeliac disease or a wheat allergy.

Before, both products carried a “may contain gluten” warning because they were made in a factory that also handled gluten-containing cereals. That was a precaution about cross-contamination. Gluten is now a deliberate ingredient, so wheat must be declared as an allergen on the pack and highlighted in bold in the ingredients list. Kellogg’s says both boxes carry prominent labelling about the change. Households that have bought the cereals for years without thinking about it will need to check the packaging.

What stays the same

Kellogg’s says both cereals remain “non-HFSS”, meaning not classed as high in fat, salt or sugar. It also says they contain no artificial colours, flavours or sweeteners and keep the same levels of fibre, vitamin D and iron. Those points matter commercially, because HFSS status affects how products can be promoted in UK shops.

A brand under sales pressure

The timing coincides with weaker performance. The Grocer magazine says its Top Products Survey 2026, due next month, will show Rice Krispies sales falling in both value and volume. The sources do not link that decline to the reformulation, and Kellogg’s does not suggest a connection. Even so, a cereal losing ground has less room for a change that fans may notice or dislike.

Whether shoppers accept the new Rice Krispies recipe remains to be seen. The cereal still snaps and crackles, and Kellogg’s has not said whether the “pop” has changed. The effect on people who must avoid gluten is clear: two familiar products are no longer an option for them.

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File photo: 2020-05-03 09 09 37 A sample of Kellogg’s Rice Krispies cereal in the Franklin Farm section of Oak Hill, Fairfax County, Virginia.jpg by Famartin, CC BY-SA 4.0, via Wikimedia Commons.