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Jul 21, 2012 12:07 AM

Kellogg's Raisin Bran - What happened?

I'm not a breakfast cereal kind of guy. Haven't been since I was a young child. I never liked the sweet cereals, but must admit as an adult, my go to cereal is either Honey Bunches of Oats or Honey Nut Cheerios (Ironically I hate honey). Well I bought a box of KRB because it was part of a huge sale. I was kind of excited. I remember the sugar coated raisins sweetening the crispy flakes as a child. I was shocked to find that it was bland. The raisins were soft, but not sweet. The cereal totally lacks flavor. So what happened? A friend said it's probably because my palette has changed. I think they changed the recipe. Any thoughts or knowledge? It's truly like eating dirt now.

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  1. I do know that they swapped out the hfcs for sugar.

    1. It's undergone a *series* of "New & Improved" transformations over the years.
      What you taste NOW, is the result of all that work by R&D. Lovely stuff.

      3 Replies
      1. re: Cheese Boy

        'New & improved' on the label (or in the product promos) should always be considered a consumer warning. It's usually another way of saying 'cheaper for us to make, but more expensive for you to buy'

        I stopped buying raisin bran years ago...I found that it's better to buy a box of bran flakes (or other favorite) and add raisins in the bowl.

        1. re: The Professor

          Whenever I encounter "New & Improved" on a product that I'm loyal to,
          I usually hold my breath a minute, let out a sigh, and then release a choice expletive. I say this because the change is usually NOT good.

          1. re: Cheese Boy

            It's especially irksome when they combine "New & Improved" with a phrase like "Classic Original Flavor." Absolutely (oxy) moronic.

      2. I wonder if removing the sugar from the raisins isn't a reaction to the too-much-sugar hysteria that swept the market a few years ago.

        Having said that, however, I always found other brands of rb to taste better.

        2 Replies
        1. re: sunshine842

          I stand corrected, the sugar is still there, but Vidute is correct. No more HFCS. Oh well.

          1. re: jhopp217

            I'm not a breakfast person either, and I rarely eat cereal. But I ad a weird craving for Froot Loops which i loved as a child. I bought a box but was disappointed, just like you. Something has changed. They used to have more of a 'tang'...

        2. Just had this morning, actually, and it didn't taste any different from the 100's of times I've eaten it over the years.
          I keep my cereal(s) in plastic containers. Is there a chance yours was stale?

          1 Reply
          1. re: latindancer

            Definitely not stale. I just remember the flakes themselves having more flavor and the raisins being sweeter. The omission of HFCS has definitely changed the flavor.

          2. I do remember the sugar-coated hard dry raisins from when I was a kid. I'd forgotten about those.
            I know they weren't using HFCS back in the 60s when I started eating the stuff. And I don't miss it now that they've taken it out. Of course, I still sprinkle a spoonful of sugar over mine like I always have. Maybe that's why it still tastes decent to me. Or maybe it's because I switched back from the Total raisin bran, which was never too big on flavor, and which now comes in a box that looks full sized, but is only an inch or so deep when seen from the side. Those guys are the real rascals!

            1 Reply
            1. re: eclecticsynergy

              Well, I stand corrected- was in the supermarket the other day and happened to stroll down the cereal aisle. Had a chance to check out the boxes and the Kellogg's box is just as skinny as the Total one. I guess I hadn't considered how much denser raisin bran is than your average cereal. I really should do a side by side taste comparison in the interest of fairness. One of these months.