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Our Story

Everyone’s favorite breakfast buddies through the years

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.

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1928

Ta-DA!

Kellogg’s Rice Krispies® Cereal first appears on store shelves. Everyone loved the noise the cereal made in milk.

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1929

The words Snap! Crackle! Pop!® first appear in a print ad.

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1932

The words Snap! Crackle! Pop!® first appear on a box of Kellogg’s Rice Krispies® Cereal.

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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.

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1933

Inspired by a Rice Krispies® radio commercial, artist Vernon Grant creates the characters Snap™, Crackle™ and Pop™. They first appear in ads and posters.

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1941

TOGETHER AT LAST

Crackle™ and Pop™ join Snap™ on the Rice Krispies® cereal box for the very first time.

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1949

The boys get their first major makeover, making their features younger, their colors brighter and their hats smaller.

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1951

“arroz TOSTADITO”

The boys help bring Rice Krispies® Toasted Rice Cereal — or “arroz tostadito” — to Spanish-speaking countries.

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1955

LIGHTS, CAMERA, ACTION!

Snap™, Crackle™ and Pop™ make their TV debut. This is one of their very first commercials.

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1962

The boys during their SUPER-ROSY-CHEEK-PHASE.

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1979

Snap™, Crackle™ and Pop™ have yet another makeover. This time, it’s their eyes that change the most, becoming rounder and closer together.

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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.

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1984

The guys lose their black pants and big belt buckles for more colorful clothing and kerchiefs.

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1991

Snap, Crackle and Pop make a fashion statement – that pants are the new shoes.

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2008

The boys help Rice Krispies® Cereal celebrate its 80th anniversary with a new look for the digital age.

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2014

Start the day with delicious strawberry flavor!

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2019

Delicious Rice Krispies Treats bites covered in yummy goodness.