Last Updated on January 15, 2021 by Novotaste

Kellogg has expanded its Rice Krispies Squares line-up in the UK with the launch of a new range inspired by American flavour variants.

The new cookies & cream and salted caramel pretzel flavours come in response to the increasing popularity of American flavour variants and are available from today in Asda stores nationwide.

The new variants will join other flavours in the Rice Krispies Squares bars range such as chocolate, marshmallow and chocolate caramel. Kellogg also launched limited-edition Rice Krispies Squares chocolatey orange and birthday cake thins last year.

Susann Heinz, senior brand activation manager at Kellogg’s UK&I, said: “Our insights show that American flavours drive strong taste appeal with shoppers and we were keen to tap into that with our new Rice Krispies Squares Cookies & Cream and Salted Caramel Pretzel.

“It’s been a year of innovation for the brand, with limited edition Chocolatey Orange and Birthday Cake Thins launching in 2020 so we’re looking forward to continuing the momentum with our launches in 2021.”

The new bars are available to buy now in Asda for an RRP of £1.99 per pack of four and will roll out to further major supermarkets in coming months.

Source: Kellogg launches new Rice Krispies Squares American range – FoodBev Media