Our Story
Rice Krispies® through the years
2021
Launched Homestyle treats
50% bigger than our Original 22g bar and packed with melty marshmallows for extra fun and irresistible taste.
2020
The year Snap™, Crackle™ and Pop™ became rock stars with their first music single.
2019
Delicious Kellogg's Rice Krispies® Treats bites covered in yummy goodness.
2014
Start the day with delicious strawberry flavor!
2010
Introduced Iconic Writeable Wrapper®
Our Writeable Wrapper® helps you be there for your kids wherever, and whenever, they need a little reminder of your love.
2008
The boys help Kellogg's Rice Krispies® Cereal celebrate its 80th anniversary with a new look for the digital age.
1991
Snap™, Crackle™ and Pop™ make a fashion statement – that pants are the new shoes.
1984
The guys lose their black pants and big belt buckles for more colorful clothing and kerchiefs.
1983
First T-shirt
Kellogg begins licensing its characters, making the guys available for all kinds of merchandise. The first licensed item was a T-shirt featuring Snap™, Crackle™, Pop™ and Toucan Sam™.
1979
Snap™, Crackle™ and Pop™ have yet another makeover. This time, it’s their eyes that change the most, becoming rounder and closer together.
1962
The boys during their SUPER-ROSY-CHEEK-PHASE.
1955
LIGHTS, CAMERA, ACTION!
Snap™, Crackle™ and Pop™ make their TV debut. This is one of their very first commercials.
1951
“arroz TOSTADITO”
The boys help bring Kellogg's Rice Krispies® Toasted Rice Cereal — or “arroz tostadito” — to Spanish-speaking countries.
1949
The boys get their first major makeover, making their features younger, their colors brighter and their hats smaller.
1941
TOGETHER AT LAST
Crackle™ and Pop™ join Snap™ on the Kellogg's Rice Krispies® cereal box for the very first time.
1933
Inspired by a Kellogg's Rice Krispies® radio commercial, artist Vernon Grant creates the characters Snap™, Crackle™ and Pop™. They first appear in ads and posters.
1933
In a Snap™, a star was born. A tiny gnome wearing a baker’s hat and carrying a spoon — the earliest version of Snap™ — appears on the side of the cereal box.
1932
The words Snap! Crackle! Pop!® first appear on a box of Kellogg’s Rice Krispies® Cereal.
1929
The words Snap! Crackle! Pop!® first appear in a print ad.
1928
Ta-DA!
Kellogg’s Rice Krispies® Cereal first appears on store shelves. Everyone loved the noise the cereal made in milk.
1927
“You’ve got something there!”
W.K. Kellogg pours milk over a brand-new, toasted rice cereal from the Kellogg test kitchen, and gives it a try. “You’ve got something there!” he exclaims.
