Cocoa Krispies
A chocolate-flavored puffed-rice breakfast cereal sold under different names in markets around the world.
Last updated October 14, 2026
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Overview
Cocoa Krispies is a chocolate-flavored puffed-rice cereal first introduced in the United States by Kellogg's in 1958. It was developed as a cocoa-based counterpart to Rice Krispies, using crisped rice combined with chocolate flavoring and marketed primarily as a family and children's breakfast product. The cereal is also eaten as a snack and has been adapted into bars and other derivative formats. The brand has used different names according to market. It is generally called Cocoa Krispies in the United States, while versions sold in many Latin American and European markets have used names such as Choco Krispis, Choco Krispies, or Choco Pops. In the United Kingdom, Australia, Ireland, New Zealand, South Africa, and numerous other countries, the better-known name has been Coco Pops. These regional identities share a broadly similar chocolate-and-crisped-rice proposition, but packaging, recipes, mascots, advertising, and product extensions have varied. The United States product briefly became Cocoa Rice Krispies in 2003 as Kellogg's attempted to organize its Rice Krispies variants under a common naming system. The original name returned in 2006. Over time, the brand portfolio has included cereal straws, chocolate and vanilla combinations, shell-shaped wheat cereals, ball-shaped variants, filled pieces, snack bars, and limited editions. Some regional products have been sold under the Coco Pops or Chocos names rather than Cocoa Krispies. Mascots and character marketing have been central to the brand's identity. The United States cereal initially used a monkey named Jose, followed by Coco the Elephant, Snagglepuss, Ogg the Caveman, and Tusk the Elephant. Snap, Crackle, and Pop, the established Rice Krispies characters, became associated with the United States product in the early 1980s, although Coco the Monkey later returned and has remained especially important in markets using the Coco Pops name. The United Kingdom introduced the cereal as Coco Pops and used several television-related or original characters before establishing Coco the Monkey as its principal mascot. The brand has also attracted criticism over nutrition, child-directed advertising, and character representation. Health authorities and consumer advocates have questioned its high sugar content and its positioning as a children's food. In 2009, Kellogg's faced criticism in the United States over packaging language stating that Cocoa Krispies could help support children's immunity, particularly during public concern about the H1N1 influenza virus. In 2020, the use of a monkey mascot for the British chocolate cereal was criticized in the context of racial representation debates, while Kellogg's rejected discrimination and defended its commitment to inclusion. Cocoa Krispies remains an active international cereal brand within the Kellogg's portfolio, although its corporate ownership and operating structure have changed as Kellogg's separated its North American cereal business as WK Kellogg Co. Regional names and product assortments continue to differ, making Cocoa Krispies a globally recognized but locally adapted brand rather than a single uniform product.
History
Cocoa Krispies originated in the United States in 1958 as Kellogg's chocolate-flavored extension of Rice Krispies. Its basic proposition was straightforward: retain the light, crisp texture of puffed or crisped rice while adding cocoa and chocolate flavor. The product was designed for breakfast but also benefited from the snack-like appeal of a sweet, crunchy chocolate food. The brand developed differently across national markets. In Britain it appeared as Coco Pops in 1963, and that name became established across a broad group of countries including Australia, New Zealand, Ireland, South Africa, parts of Europe, Africa, Asia, and the Middle East. In many Spanish- and Portuguese-speaking markets, the product has been called Choco Krispis or a close variant. Regional adaptation extended beyond naming: local portfolios have included shell-shaped wheat cereals, cereal balls, filled pieces, cereal straws, porridge, snack bars, and other products using the Coco Pops or Chocos identities. Name changes have periodically reflected portfolio strategy. The American cereal was renamed Cocoa Rice Krispies in 2003 while Kellogg's attempted to create a more unified naming architecture around Rice Krispies. The change did not become permanent, and Cocoa Krispies returned in 2006. Britain experienced a more dramatic naming reversal. In February 1998 the product was renamed Choco Krispies, but sales reportedly weakened. A large consumer poll conducted by telephone and online in 1999 found strong support for restoring Coco Pops, and Kellogg's returned to that name in May of the same year. The accompanying advertising treated the decision as a public vote, with Screaming Lord Sutch presented as the returning officer. Character marketing has been a major part of the product's history. The American brand first used Jose the Monkey, who was reportedly replaced by Coco the Elephant in 1960 after complaints that the imagery could be viewed as an ethnic stereotype. Later American mascots included Hanna-Barbera's Snagglepuss, Ogg the Caveman, and Tusk the Elephant. Snap, Crackle, and Pop, already identified with Rice Krispies, replaced Tusk near the end of 1982. Coco the Monkey became the American mascot in 1991, while Snap, Crackle, and Pop returned in 2001. In markets using Coco Pops, Coco the Monkey became the durable central character. The British product also used Mr. Jinks and Sweep before Coco was introduced in the 1960s. Kellogg's periodically changed the tone of the advertising. British campaigns in the late 2000s experimented with concepts that did not make Coco the main character, although he remained visible on packaging and at the end of advertisements. From 2011, Coco and his friends returned in the space-themed Coco Pops Promise campaign. The brand has used slogans emphasizing chocolate taste, crunch, magic, and the ritual of eating a bowl after school. Nutrition and advertising have been recurring areas of scrutiny. Coco Pops receives a low Health Star Rating in Australia and New Zealand, with high sugar content identified as a principal reason. In 2009, United States packaging that said Cocoa Krispies helped support children's immunity drew criticism from health commentators and consumer advocates. Critics argued that the claim could take advantage of anxiety surrounding H1N1 and encourage parents to view a sugary cereal as a health product. Kellogg's said the language reflected consumer interest in positive nutrition and was not created to exploit the influenza outbreak. Related criticism has focused on marketing directed at children and the sugar content of associated cereal bars. In 2014, Kellogg's changed the Mexican Melvin mascot's physical design to make him look more athletic and modified the cereal's recipe to add vitamins and minerals, presenting the changes within a health-oriented communication strategy. A further redesign followed in 2019, reportedly in response to declining sales and inconsistent character design. In 2020, the British use of a monkey mascot for a brown chocolate cereal became the subject of a racial-representation debate following the murder of George Floyd and worldwide Black Lives Matter demonstrations. Kellogg's stated that it did not tolerate discrimination and referred to its historical employment and inclusion practices. The controversy formed part of wider public scrutiny of food-brand characters and packaging. Cocoa Krispies remains an active brand, but it is best understood as a family of related regional products rather than one identical global formula. Corporate responsibility for the North American cereal business moved to WK Kellogg Co following the separation of Kellogg's North American cereal operations. Market names, mascots, formulas, and derivative products continue to vary by country.
- 2025
Mars acquires Kellanova
[4]Mars completed its acquisition of Kellanova, changing the ultimate ownership of the brand portfolio containing Coco Pops.
- 2023
Kellogg corporate separation
[3]Kellogg separated into Kellanova and WK Kellogg, placing the international brand portfolio associated with Coco Pops within Kellanova.
- 2022
Mystery flavor campaign
[1]An Australian limited edition uses a mystery flavor and a consumer guessing contest before being identified as Neapolitan ice cream.
- 2019
Further Mexican character redesign
[1]Interbrand Mexico and Kellogg's revise the mascot's design.
- 2014
Mexican mascot and recipe repositioning
[1]Melvin is given a more athletic appearance and the Mexican product receives added vitamins and minerals.
- 2011
Coco Pops Promise campaign
[1]Coco and related characters return to prominence in a space-themed campaign.
- 2006
Cocoa Krispies name restored
[1]The American product returns to its earlier Cocoa Krispies identity.
- 2003
Temporary Cocoa Rice Krispies name
[1]The United States cereal is renamed Cocoa Rice Krispies as part of a naming alignment effort.
- 2001
Snap, Crackle, and Pop return
[1]The Rice Krispies characters again become associated with the United States version.
- 1999
Coco Pops name restored in Britain
[1]Following a large consumer poll and weak response to the new name, Kellogg's returns to Coco Pops.
Products and positioning
A playful, chocolate-flavored cereal aimed primarily at children and families, combining the sensory appeal of crisped rice with confectionery-style chocolate flavoring. A playful, chocolate-flavoured family breakfast cereal aimed primarily at children and households, with emphasis on taste, crisp texture, recognisable mascots and broad retail availability.
Breakfast cereal · 1958
Cocoa Krispies
The core United States product is a chocolate-flavored crisped-rice cereal introduced in 1958. It is sold as a boxed breakfast cereal and has also been used as the basis for snack formats. The product's identity rests on the contrast between a light, crisp rice texture and cocoa flavor. Cocoa Krispies is the related name used for comparable Kellogg's chocolate-flavoured puffed-rice cereal in the United States and certain other markets. It shares the basic product concept with Coco Pops but is not necessarily identical in recipe, packaging or marketing in every country.
Breakfast cereal · 1963
Coco Pops Chocos
Coco Pops is the principal regional name used in the United Kingdom, Australia, New Zealand, Ireland, South Africa, and numerous other markets. It is generally a chocolate-flavored crisped-rice cereal, although recipes, formats, packaging, and available extensions vary by country. Coco the Monkey is its best-known mascot. Chocos are chocolate-flavored shell-shaped pieces associated with the Coco Pops family in selected markets. Their wheat-based shape differentiates them from the traditional crisped-rice cereal. This chocolate-flavored porridge variant appeared in the late 2000s and was later brought back from 2014 in selected markets. It adapts the brand's flavor profile to a hot breakfast format. The core product is a chocolate-flavoured puffed-rice cereal sold primarily in the United Kingdom and Ireland and in selected international markets. It is generally presented as a children's or family breakfast product, served with milk. Pack sizes, formulation, nutrition profile and availability vary by country and over time.
Breakfast cereal
Choco Krispis and Choco Krispies
These names identify regional versions in Latin America, parts of Europe, and other markets. The products generally preserve the chocolate crisped-rice concept while adapting branding and character presentation to local consumers.
Snack bar
Cocoa Krispies cereal bars
Kellogg's has sold snack-bar versions associated with the Cocoa Krispies brand. Some formats combine a cereal-based bar with a dried-milk-coated underside, extending the brand from a bowl-based breakfast into a portable snack occasion.
Cereal snack
Cereal straws
Cocoa Krispies Cereal Straws are a derivative format built around the brand's chocolate cereal proposition. Availability has been market-specific and the product has not been a uniform global offering.
Breakfast cereal
Coco Pops Jumbos
Jumbos are chocolate-flavored, ball-shaped cereal pieces sold in selected markets. They broaden the range through a larger, more rounded texture and compete in the same general segment as other chocolate cereal balls.
Breakfast cereal
Coco Pops Rocks
Rocks combine chocolate-flavored cereal pieces with multigrain pillow-shaped pieces containing chocolate cream. The format is positioned as a more varied and indulgent extension of the Coco Pops range.
Limited-edition breakfast cereal · 2022
Coco Pops Vanilla Berry Choc Top
This product followed the Australian mystery-flavor campaign of 2022. The mystery flavor was revealed to be Neapolitan ice cream, combining chocolate, vanilla, and berry cues in a limited-edition cereal concept.
Controversies
2020
Coco mascot racial-representation criticism
During Black Lives Matter protests, Fiona Onasanya criticized the British use of a monkey mascot on a brown chocolate cereal while Rice Krispies used three white characters. Kellogg's responded that it did not tolerate discrimination. The debate also revived wider scrutiny of racial imagery in cereal advertising.
2009
Immunity-support packaging controversy
Kellogg's was criticized for packaging language saying Cocoa Krispies helped support a child's immunity. Critics argued that the message risked presenting a sugary cereal as a health product and could capitalize on concern about H1N1 influenza. Kellogg's said the wording reflected consumer interest in positive nutrition.
Marketing campaigns
- 2022Mystery Flavor Contest
Australia
Consumers were invited to identify the undisclosed flavor of a limited-edition Coco Pops cereal, with a reported prize of 10,000 Australian dollars. The flavor was revealed as Neapolitan ice cream and the product was relaunched as Coco Pops Vanilla Berry Choc Top.
Outcome. The flavor was revealed as Neapolitan ice cream and the product was relaunched as Coco Pops Vanilla Berry Choc Top.
- 2021Start the Magic with Coco Pops
United Kingdom
The slogan positioned Coco Pops around an imaginative and playful breakfast experience.
- 2011Coco Pops Promise
United Kingdom · Other Coco Pops markets
A space-themed campaign brought Coco, his friends, and Croc back into a more prominent advertising role after campaigns that had experimented with alternative characters and settings. The campaign re-established the mascot group as a central part of the brand's communications.
Outcome. The campaign re-established the mascot group as a central part of the brand's communications.
- 1999Bring Back Coco Pops
United Kingdom
Kellogg's used a telephone and internet poll to ask consumers whether the recently introduced Choco Krispies name should be replaced by Coco Pops. More than one million voters were reported to have taken part, and the campaign dramatized the result as a public election. Kellogg's restored the Coco Pops name in May 1999.
Outcome. Kellogg's restored the Coco Pops name in May 1999.
Brand decisions
2025
Mars acquisition of KellanovaM&ABackground
Mars pursued Kellanova as a major acquisition covering international snack, cereal and food brands.
Action taken
Mars completed the acquisition of Kellanova, making it the ultimate owner of the associated Coco Pops portfolio.
Aftermath
Coco Pops remained an active brand, with ownership incorporated into Mars's broader branded-foods group.
2023
Place international cereal brands in KellanovaStrategyBackground
Kellogg reorganised its businesses into separate companies, with Kellanova responsible for international food and snack activities and WK Kellogg responsible for North American cereal.
Action taken
The corporate portfolio associated with the international Coco Pops business moved under Kellanova rather than the newly separated WK Kellogg company.
Aftermath
The reorganisation established the ownership structure that was later transferred to Mars through its acquisition of Kellanova.
2019
Redesign the Mexican mascotStrategyBackground
Kellogg's and Interbrand Mexico sought to address declining sales and inconsistent character design.
Action taken
The Melvin character was redesigned again for the Mexican market.
2014
Reposition the Mexican product around a healthier imageGeneration changeBackground
Kellogg's faced concerns about sugary children's cereals and sought to make the Mexican product's communication more compatible with a health-oriented message.
Action taken
Melvin the Elephant received a more athletic design and the recipe was changed to include additional vitamins and minerals.
Aftermath
The mascot was redesigned again in 2019 amid reported sales and consistency concerns.
2003
Temporarily rename the American cereal Cocoa Rice KrispiesStrategyBackground
Kellogg's sought to organize its Rice Krispies variants under a common naming system.
Action taken
The United States product was renamed Cocoa Rice Krispies.
Aftermath
The original Cocoa Krispies name returned in 2006.
1999
Restore the Coco Pops nameStrategyBackground
A large consumer poll indicated strong preference for the original British name.
Action taken
Kellogg's reverted to Coco Pops in May 1999.
Aftermath
Coco Pops remained the established identity in Britain and many other markets.
1998
Rename the British brand Choco KrispiesStrategyBackground
Kellogg's attempted to replace the established Coco Pops name in Britain with Choco Krispies.
Action taken
The British business changed the product name in February 1998.
Aftermath
Sales reportedly declined, contributing to the subsequent consumer campaign to restore Coco Pops.
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