Ricicles

Cause of death

Killed by regulation

Made by

Kellogg's

Kellogg's cut the cereal during a UK drive to reduce sugar in children's breakfasts after concluding that its 34g-of-sugar-per-100g recipe could not be reformulated without ruining the taste.

Ricicles were sugar-coated rice puffs, on British shelves since 1955. Kellogg's announced in late 2017 that production would end the following January as part of a sugar reset that cut Coco Pops from 30g to 17g of sugar per 100g and Rice Krispies by 20%. Ricicles sat at 34g per 100g and could not be reformulated without wrecking the taste, so after 62 years it was dropped instead. It was selling GBP 2.27m a year at the time, down 5.4%.