Silent but lovely: why Real Puffed Rice is different. Real puffed rice doesn’t make a sound when you pour milk on it. Most puffed rice is pulped, reconstitute, fortified, sugar-coated and flash-fried. No wonder it explodes on contact with liquid. We only use wholegrain brown rice from Italy’s Po Valley. We compress it, we pause for a moment, then we release the pressure… and foop! It turns into tasty little bubbles of fun, with all the crunch and flavour you could possibly need. If you want a tasty breakfast, we’re always happy to help. If you want a noisy one, turn up the radio.