| Crispix | |
| Producttype: | Breakfast cereal |
| Currentowner: | WK Kellogg Co |
| Country: | U.S. |
| Previousowners: | Kellogg Company (1983–2023) |
Crispix is a brand of breakfast cereal, introduced by Kellogg's in 1983. It was created specifically to compete with Ralston Purina's Chex family of cereals, which had about $125 million in annual sales and no significant competition. By 1987, Crispix had sales of about $65 million.[1]
Its box touts its unique composition of "Crispy rice on one side, crunchy corn on the other."[2] The cereal itself is in a hexagon shape. The two sides are made in a lattice pattern and connected only at the edges; the center is open. Crispix is kosher/parve.[3]
Kellogg's has released limited information about manufacturing process that results in Crispix's unique puffed hexagon shape. According to Kellogg's, corn grits and rice are cooked separately, dried, and then rolled with a grooved roller creating a waffled appearance. The sheets of corn and rice are laid on top of each other, cut into hexagons and toasted in an oven that causes them to puff.[4]
A variation of original Crispix introduced in late 2001 in the US known as Cinnamon Crunch Crispix was described by Kellogg's as a "[c]rispy corn and rice cereal with a cinnamon taste." Cinnamon Crunch Crispix joined a number of cereals discontinued by Kellogg's after disappointing sales.[5]
Honey Flavored Crispix have been sold twice in the UK, and twice have been discontinued. In Australia, Crispix is rectangular, yellow and honey-flavored. A chocolate version is sold under the name Coco Pops Chex.[6]
In some markets, Kellogg's owns the rights to the Chex name, and sells products in multiple flavors, including a green onion flavor in South Korea, the result of a marketing stunt in 2004 that asked for public input on the next flavor for the brand.[7]
Crispix contains 5g of added sugars and 0g of dietary fiber per serving.[8] The cereal received one and a half stars out of five on the Australian Government's health star ratings.[9]