Thursday, February 21, 2013

Kellogg's Brown Rice Flake Brown Sugar & Honey ケロッグ 玄米フレーク 黒糖&ハニー

I was browsing at Japanese snacks on Rakuten when I came across this packet of brown rice flakes made by Kellogg's. Kellogg's are familiar to me as the brand of cereal my son most likes, they make a lot of breakfast foods that are popular in Western countries. I was a little bit surprised to see that they make this kind of snack for the Japanese market and in such a Japanese flavour!

This pack weighs 40g and I'm pretty sure it's just one serving. Brown sugar, which in Japanese is pronounced "kokuto" and originates from Okinawa, is made by boiling down sugar cane until it has a deep rich brown colour. In Okinawa it's known as a health food and lots of people take it to ward off fatigue. Added into this mix is honey which on the packet it is said to match with the brown sugar very well.

What I thought of as a snack when I purchased it, is actually a type of breakfast food and on the back of the packet they refer to it as "cereal". I'm not sure if Kellogg's want you to eat it with milk, with a cup of tea, or by itself. But as they refer to it as a "biscuit", I think I might just eat it that way.

Opening the packet there is a strong smell of molasses and a sweet scent. Each biscuit is quite flat,
and measures 3cm long x 2.5cm wide. There are 14 biscuits inside. When I bite into a biscuit there is a satisfying snap and crunch. The first thing I taste is oats, and sure enough when I look on the ingredients list there is oat flour used.

The big punch of brown sugar and honey flavour that I expected is not there. The brown sugar is only apparent right at the very end, with a vague sweetness that must be the honey. The smell of the brown sugar is actually stronger than the flavour in this biscuit which is a disappointment. The oat flour here is the star of the show, and although I don't mind it, it reminds me more of a muesli bar than what it is supposed to be.

It does taste healthy, so if that is what Kellogg's were going for then they nailed it. It just doesn't live up to the image on the pack of a big pile of brown sugar covered in oozing honey. It's only a vague representation of that.

I must admit, I ate the whole pack. They were somewhat moorish, I do like oats, and I don't think anyone else in my house will eat them. Personally, I would have to eat these while having a drink as they made me quite thirsty. I guess a nice cold glass of milk or a hot cup of tea would do the trick.

If you have tried these, what did you think? 


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