Kellogg boosts Rice Krispies line with Strawberry Krispies variant

Kellogg will expand its Rice Krispies breakfast cereal line with its first new flavour in more than ten years – Strawberry Krispies.

The US company said the product delivers on one of fans’ top flavour preferences by pairing the simplicity of Rice Krispies with “a delicious new natural strawberry flavour”.

Kellogg highlighted the straight-forward process to make the new variant, which starts with a single grain of rice which is cooked, dried, flattened and puffed. The puffed rice cereal is then coated with strawberry flavour.

With its new pink colour, Strawberry Krispies is said to offer more treat-making possibilities in time for Valentine’s Day, Kellogg said.

Chris Stolsky, associate director of marketing for Rice Krispies, said: “Our fans are explorers who constantly seek new varieties, flavours and possibilities. We are introducing Strawberry Krispies to give them just that, a new cereal with endless moments of goodness packed in each bite.”

Strawberry Krispies will be available in the US with a recommended retail price of between $3.99 and $5.69.

Last week, Kellogg announced it will add a traffic light system for a range of breakfast cereals in the UK. The scheme consists of an at-a-glance infographic of red, amber and green to give consumers an insight into the fat, salt and sugar content of a food product.