Kellogg's launched a new vanilla flavored Rice Krispies cereal in South Africa in 2018. However, the product received widespread criticism from customers who complained about the different taste. Over 2000 negative comments were posted on social media within days, criticizing the new formulation which contained significantly more sugar and less rice than the original. Facing a consumer backlash, Kellogg's was accused of betraying loyal customers by changing the recipe for its iconic Rice Krispies cereal.

1. TOPIC: BREAKFAST GONE BAD…The case of Kellogg’s
Rice Krispies

2. Introduction
• Kellogg`s is a company which based in U.S.A founded in 1906.
• Main Vision of the company was to supply breakfast food that is
tasty and healthy.
• Today their products are available in 180 countries.
• The Ten of most valuable food brands in 2020 Kellogg`s is number 5 in
the list.
• Wide range of Cereal products such as Kellogg`s Corn flakes, Rice
Krispies, Fruit and Fiber as well as Nutri-Grain Cereal bar etc..

4. BreakFast Gone Bad
• Kellogg`s distribute its product to is South Africa started in 1923.
• The First production plant was opened in 1948.
• The company growth strategy includes growing the African market for
Breakfast and Snack Products.
• “Eat breakfast like a king, lunch like a prince and dine like a pauper”
like a slogan taken and innovative products Introduced to the
Consumers.
• To launch a new product of “Rice Krispies Vanilla” was made in 2018.
• Then there were the press articles criticising the new product,
quoting negative opinions of customers different taste as many
complaints on that product.

5. • There were more than 2000 negative comments on Facebook and
Twitter in just a few days, and the number was growing.
• In U.S.A Kellogg`s Introduced the Rice Krispies was on sale in 1928.
• Kellogg`s change the Ingredients and reformulation of the product
and in South Africa does not produce rice.
• Rice Krispies with new formulation of Rice now represents 48% and
before 89.8% and corn flour 13% before now 10% GMO flour are
using the company.
• The company added the more sugar to the new product now contains
21.7g sugar for every 100g previously it having only 9g of sugar.
• They were accusing Kellogg’s of betraying loyal consumers and
Customers emotions ranged from disappointment to anger.