Wednesday, April 17, 2019

The Quaker Oats Company Has Stopped Puffing!

"We’re sorry to inform you that Quaker Puffed Rice and Puffed Wheat cereals have been discontinued. ...
Given how proud we are of the history and legacy of these products, this was a very difficult decision for us to make. We know how disappointing this news must be to a loyal consumer, like you mom, and we appreciate how much it will be missed. We’ll be sure to share your feedback with the Marketing Team. We hope that, in time, your mom will find another one of our products to enjoy just as much." -- Statement on Facebook from the Quaker Oats Social Media writer.

At breakfast during our visit to my sister earlier this week, we were eating Arrowhead Mills Puffed Rice. We were wondering if the Quaker company stopped making puffed wheat and puffed rice -- we haven't seen it recently. Naturally, we turned to the great GOOGLE for answers.

Exhibit A: There's a link to a web page for Puffed Rice at quakeroats.com -- but it's a dead link:


Exhibit B: At amazon.com, there are pages for Quaker Puffed Rice and Puffed Wheat...




... but the ordering information for both pages is: "Currently Unavailable -- Want us to email you when this item becomes available?"

Exhibit C: On ebay.com, many vintage cereal boxes, advertisements, and so on are on offer. Many even have the old familiar "Shot From Guns" slogan. No actual cereal is available.

An empty cereal box offered at ebay.

Exhibit D: At the Walmart web page, "Out of stock" --



Finally more and more searching revealed an obscure Facebook interchange beginning in 2016, where Quaker's social media experts received more and more inquiries from frustrated consumers, and repeatedly answered that there were "Production Delays." 

Finally, just a few weeks ago, they admitted: "We’re sorry to inform you that Quaker Puffed Rice and Puffed Wheat cereals have been discontinued."

One of the FB writers had this response:
SHAME ON QUAKER for discontinuing a cereal that many people LOVE! You're just pandering to the newer generations and have no regard for those of us that have bought Puffed Rice for the last 50+ years and helped you build your business! I am very disappointed and the consequence of your actions is that I will no longer purchase ANY Quaker products! If you feel that way about your long term customers (and some newer ones), then you don't deserve my continued business!

Link to the interchange, at least until Quaker removes it:
https://www.facebook.com/Quaker/posts/where-can-i-find-your-quaker-puffed-rice-cereal-i-cant-find-it-in-grocery-stores/10153835699855775/ (https://www.facebook.com/Quaker/posts/where-can-i-find-your-quaker-puffed-rice-cereal-i-cant-find-it-in-grocery-stores/10153835699855775/)

UPDATE for the curious: Puffed Rice was invented by a scientist named Alexander Anderson (1862-1943). He introduced this novelty food as a snack at the St.Louis World's Fair in 1904. Soon afterwards, the Quaker company bought the rights and began to manufacture and sell puffed rice and then puffed wheat as breakfast cereals.

38 comments:

Sherry's Pickings said...

Shot from a gun? That made me smile. Did they really shoot it from a gun? Sad that they have discontinued something that’s been around so long.

Jeanie said...

I don't think I've ever eaten puffed rice or wheat. Interesting and sad. I hate it when companies discontinue products I really like.

judee said...

I never was able to develop a liking for the kind of taste-less puffed cereal. However, my old Uncle Bob loved them. Well, Uncle Bob and the cereal are now gone.! Thanks for the informative interesting post.!

Beth F said...

I don't eat cold breakfast cereal (except my own homemade granola), so had no idea. Bummer.

Jackie McGuinness said...

I've never eaten it either!

jama said...

Enjoyed following your detective work! I hate when favorite products are discontinued.

Deb in Hawaii said...

It's always sad to see a classic go away whether I eat it or not. Nice sleuthing. ;-)

Unknown said...

Discontinue a plain cereal, and add another sugar coated cereal! Bah Humbug! The

Unknown said...

I have bought puffed rice and wheat for many years and now I have to buy something else you make. I don't think so. I even now buy Irish oatmeal. You have nothing to replace puffed rice and wheat.

Unknown said...

I was looking for it in the store for a friend that is on dialysis to no avail. I used to eat it too. Sad to see it gone.

Unknown said...

This is very sad...

What can take it's place?

NOTHING...gone forever!

Unknown said...

Hate to find out that I can't get it anymore. It was the best, with strawberries. Now try Arrowhead puffed rice.πŸ‘ŽπŸ‘Ž

Unknown said...

Sad. Not every cereal needs to be sugar sweetened.

Unknown said...

Quite sad to see Quaker Puffed Rice discontinued. For us older people who have eaten it for 60+ years, it was especially good for our elder diets, very filling (would eat big bowls) with few calories, not to mention it being delicious. Hope you reconsider.

ChaliceMae said...

I've tried Arrowhead. Just not the same! But guess I'll have to get used to it

Blogggg said...
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Unknown said...

I finally understand why I cannot find Quaker puffed rice. I'm so disappointed. Quaker has lost my business.

Unknown said...

Please bring it back

Unknown said...


Wow, no wonder after visiting several grocery stores I was not able to find my favorite cereal, Quaker Puffed Wheat. A great loss indeed and I hope to see a return to the store shelves soon.

Cas12342 said...

Grew up eating Quaker Puffed Rice since I was a small child, now 62, not finding Puffed Rice is a sad day. Feels like when my son left for the Navy, the house feels empty without my Puffed Rice.

Unknown said...

I used to eat the puffed rice and wheat.A real shame it's gone.

Unknown said...

Searching for Puffed Rice all year This is a total let down Been a faithful 60+ yr customer Since the recipe is worthless to Quaker just give it to me & I'll make it myself

Unknown said...

I too, have been searching for my favorite cereal, puffed rice, and have just learned Quaker is no longer producing it. Why? Low sales? Not glamorous enough? It tasted great and offered something unique to eat besides the other mainstream sugary offerings. If Quaker should ever stop making oatmeal products--look out--the world will be coming to an end. Its half way there now. I've tried other "puffed rice" wanna bees and they do not measure up. Rick F.

Unknown said...

I agree!

Becky said...

Have been searching for puffed rice. I decided to google it and found your site. My husband loves this cereal and he is 70 years old. I guess as consumers we are not important anymore. I am so bummed!! I will search each store and hopefully find a last box. Becky C

Unknown said...

I hope you can find it but if there is any out there someone will snatch it up quickly.

Unknown said...

I, too have been searching for puffed rice all year. I've always loved the two puffed cereals as they were not as sweet as most cereals on the market today. Plus, I have a recipe for a yummy treat that specifically calls for puffed rice, so I can't make that any more. Shame on you, Quaker!!Guess I'll just have to buy General Mills and Kellog's products from now on.

Unknown said...

My husband and I are 75 and have been eating Puff Rice and Puff Wheat since childhood. What a shame to discontinue these 2 cereals that contain no sugar and no salt. Shame on you Quaker Company for pandering to our country's overweight, high-on-sugar population. I suppose greed was the motive-not enough sales for a healthy item??? I will live with my memories and I will live without buying anything with a Quaker company lable. We all make our choices, don't we Quaker?

Unknown said...

I agree, I don’t buy anything from Quaker any more.

Unknown said...

I have been craving for puffed rice for a while now. Have looked at my home grocery store and any others I might find myself in. Bought some Bamboo Lane Crunchy rice rollers as an alternate since they said they were lightly sweetened. Definitely remind me of that comforting bowl of cereal w/ milk with a little sugar on top. But not the same with the noise and crumbs galore. I understand when things aren't popular a manufacturer may want to make less but wish they would keep a couple boxes in each store for us dinosaurs... They need to wait for us boomers to discontinue before they discontinue what we like. If they would add it to some health food diet it would be bought up all over again... Hey Weight Watchers where are you to make a deal w/ Quaker??

Unknown said...

I am deeply saddened to learn today that this was discontinued, I have been searching for it for months!!!! My mother introduced me to Puffed Rice and I introduced it to my children and we all love it...I miss it. I am with the rest of this group and was a loyal customer, especially for Puffed Rice. Quaker, bring it back!

Unknown said...

Is there any way to make it myself? It was a lifesaver for diabetics. Exactly disapprove that quaker has stopped making it. If anyone has tried a different brand which was good, please let us know. Thank you

original thinker said...

Have seen some in health food store for very high price. Miss big plastic bag for low price snack to keep weight diwn

Unknown said...

I remember it from childhood as well, and was never a fan of sugary cereal either. But, seriously, it was like eating styrofoam peanuts. I'd take corn flakes or cheerios any day!

Unknown said...

I live in NY and my local Hannaford sells puffed wheat cereal in bags. I buy it all the time. Its lower carb compared to other cereals.

iain mclennon said...

Went through this same event with Postum - now Quaker puffed cereals. I have enjoyed both products since 1955. Loyal consumerism seems to have no positive benefits. It's certain that Quaker Oats will never see the inside of my home again.

Lissa said...

I'm still wondering: WHY was it discontinued? WHY would you stop production on a product that is in high demand, especially now when people are searching for healthier products with less/no salt, sugar or additives? Puffed Rice was a staple in my house when I was growing up. My mother bought it every week. I loved the stuff. Couldn't get enough of it. You had to eat two bowls of it to feel like you'd eaten anything but it was lighter than air, wasn't loaded down with salt, sugar or additives and it was a great snack food and great for dieting and for diabetics. Plus, it was cheap. I'd buy it every week right now, if I could get access to it at a local grocer. In my humble opinion? Y'all screwed yourselves, Quaker. You had a loyal customer base and you've angered us to the point that we are no longer interested in your products.

David said...

I live in Western Australia, the dissapearance of Puffed Wheat
from our Supermarket shelves was a mystery for me that has
now been solved by use of the Internet.
This was the only cereal that I continued with and it appears the
Bean counters have won, well at least the sugar impregnated cereals
have won.
A Pity.

David.