This week, Kellogg’s Rice Krispies celebrates its 90th anniversary in the UK.
The breakfast cereal, which gave Jonathan Ross his TV debut in an advert in 1970 aged 10, first came to Britain from America on November 10, 1928.
Within eight years Brits were devouring around 1.5 million boxes a year, forcing American cereal company Kellogg’s to open a factory in Stretford, Manchester.
The launch of Rice Krispies led to the development of Rice Krispies Squares, which quickly became one of the top five sellers in the Better for You snacking category*. From May next year, Kellogg’s will launch new packaging for Squares, with a blank space for shoppers to write notes on, encouraging them to share with friends.
Even a brief halt in production during the rice shortage of the Second World War failed to slow Rice Krispies sales and now more than 20 million boxes are bought every year in the UK.
Rice Krispies’ success also led to the launch of Rice Krispies Multi-Grain, which last year sold over 1.3 million kilos in the UK. Next year, Rice Krispies Multi Grain packs will receive a £2.99 price-mark for the convenience sector.
The much-loved household cereal has even been evolved to suit the nation’s palette over the years, with salt reductions in the 1990s and sugar reductions earlier this year.
Rice Krispies were invented in Battle Creek, Michigan, USA, in the mid-1920s by William Keith Kellogg.
*All stats are IRI year-end 2017