There’s a “large group” of South Africans I would really, really like to talk to.They are the people – a mix of those who ate the old Rice Krispies, and those who only sampled the “new, improved vanilla flavour” ones – who “responded favourably” to the new Rice Krispies.
According to Kellogg’s South Africa, ALL members of that large test group gave the new Rice Krispies a thumbs-up before the product was put onto the market a few months ago as a replacement for the original.
But go onto the company’s Facebook page and you’ll find a stream of hate from original Rice Krispies fans – they’re mainly protesting against the taste, the sweetness (the new version has twice the amount of sugar of the old) and the vanilla flavour.
In short, it’s a totally different product, and that “large” group of people who unanimously approved the “new improved” Rice Krispies appear to be completely silent now, as are those consumers whose tastes they were apparently representing.
That large group has a lot to answer for, if you ask me.
There’s an issue with this change that’s more serious than the sugar spike and the dramatically different taste.
The product doesn’t live up to its name, having gone from rice only to “multigrain” – rice, corn and wheat.
Despite the fact that wheat is a common allergen, the new wheat content is not prominently highlighted on the new pack. The word “multigrain” is there, but even that doesn’t stand out.
“My sons and I have wheat allergies and have thus been eating Rice Krispies and Corn Flakes for years,” Gareth Hutson told TimesLive.
“During the week we were feeling ill and assumed we had picked up stomach bugs. That is until my sister asked what the writing on the bottom of the box was about.
“Surely Kellogg’s need to have far better disclosure on the box, ideally completely rebranding a totally different cereal, considering that wheat is a common allergen?”
On Kellogg’s SA’s Facebook page, Gina Meduric shared the same sentiments: “The new box is misleading ... and now as someone who is allergic to wheat, I cannot eat your new recipe as it is not a rice cereal anymore.”
Dr Harris Steinman, a Cape Town-based allergen specialist, said said the fact that ordinary consumers may not appreciate that the formulation had changed, in spite of the ’multigrain’ indication, “makes this product high risk for wheat-allergic consumers”.
“They should have made a more clear warning for susceptible consumers.”
While the original Rice Krispies also contained gluten, Steinman said, “wheat-allergic individuals need to avoid wheat, not gluten”.
Consumers would be within their rights to argue the change in formulation is not indicated strongly enough, he said.
Steinman also pointed out that the Rice Krispies pack contains a number of nutrition claims which are not permitted by the health department’s food labelling regulations. They include:
“Nourish your great”;
“Supports growth and development”; and
“No artificial colourants and flavourings” – the word “artificial” is not allowed as a qualifier of colourants or flavourings.
Responding, Kellogg’s SA’s research, nutrition and technology director Xolile Mbatha said the company was confident that “the packaging adequately distinguishes the product from the previous formulation by the use of the clear bright green banner displayed on the front of all packs stating ‘New and Improved Vanilla Flavour’.
“Furthermore, the banner also states that the formulation contains ‘multigrain’, which indicates that the grains used are no longer limited to rice.
“Wheat is clearly and adequately reflected in the ingredients list on the pack as well as in the allergen statement below the ingredients list.”
As for Steinman’s comments on the labelling claims, Mbatha said: “We are confident that they adhere to the existing food labelling regulations.”
So what does the health department have to say about the new Rice Krispies pack?
I have attempted to get a response via the department’s communications division, but so far no acknowledgement.
I am very reliably informed, though, that the department is of the view that the name Rice Krispies is now misleading, given the new formulation, and that the new pack doesn’t do enough to alert consumers to the introduction of wheat.
I put it to Kellogg’s that it has three options: recall the product, put sticky “alert” labels on the new box, or do nothing. “Which will Kellogg’s SA choose?” I asked.
I didn’t get a direct answer, but its response suggests the latter. Buyer beware.
CONTACT WENDY: E-mail: consumer@knowler.co.za; Twitter: @wendyknowler; Facebook: wendyknowlerconsumer..