One of the important meals of the day back in the 90s was Rice Krispies Treats cereal. These are one of the easiest desserts to whip up of all time. The fact that there is no oven required for making these also makes the process of preparing them much less time consuming. Just after a little bit mixing and melting, your Krispies Treats is ready.
If this meal is so much liked by people, then why was Rice Krispies Treats cereal discontinued? A lot many people have this question in their minds after their favorite meal of the day was discontinued. Through this article we explore what happened to Rice Krispies Treats cereal and what other alternatives did Kellogg’s, the company that manufactured Rice Krispies Treats cereal, introduce.
When were the Rice Krispies Treats cereal discontinued?
It’s not have been much long after the discontinuation of Rice Krispies Treats. Company confirmed in July 2020 that it is no longer making Krispies through a reply to a tweet. In the tweet, a consumer asked Kellogg’s about Rice Krispie Treat Cereal. To that tweet, the official account of Kelloggs replied that that they have been discontinued.
But this was not all that was in that tweet. In it, Kelloggs also mentioned about their new Frosted Krispies Cereal, indicating them as an alternative to the discontinued Rice Krispies Treat.
What’s up with the Rice Krispies Treats cereal Purple Box?
In 2019, the Kellogg’s company changed the recipe of the original Rice Krispie Treat cereal and introduced a new recipe in the purple box. Earlier, the box of Krispies contained crispy clusters of Rice Krispies. Later, when the recipe was changed, mini marshmallows were introduced with the original sweetened cereal.
Many people who were eating Rice Krispies Treats cereal from the 90s were not happy with this decision of the company. The liked the original recipe more and they found the introduction of mini marshmallows into their favorite cereal as some kind of adulteration into it.
As a result to this, the Kellogg’s company had to face their consumer’s outrage on this issue. Many people took social media to put their opinions in support of the old recipe of the Rice Krispies Treats cereal. Even around 15000 people signed a petition on change.org website asking Kellogg’s to change the recipe back.
Kellogg’s didn’t respond to any of these. The recipe that came in the purple box continued for almost a year when the company discontinued it in 2020.
Discontinuation and Aftermaths
The reasons behind why Kellogg’s felt the need to introduce a new recipe are too much vague. Many believe that the company might have thought the sales of the current recipe of Rice Krispies are not doing very well. So they put up a new recipe in the market thinking that consumers will like this one. Contrary to their expectations, customers didn’t like the recipe and went against it.
The Kellogg’s have not spoken about any plans for the return of Rice Krispies Treats cereal. Still many stores have purple packets of Rice Krispies stocked up. If you happen to find one of these in your nearby stores, check their expiration date. The product got discontinued near to July 2020, so by now all the manufactured packets might have crossed their date of expiration.