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, reconstituted, fortified, sugar-coated & flash-fried. No wonder it explodes on contact with liquid. Only used wholegrain brown rice from Italy’s Po Valley. It’s compressed, pause for a moment, then released the pressure… & foop! It turns into tasty little bubbles of fun, with all the crunch & flavour you could possibly need. If you want a tasty breakfast, this is the happy choice. If you want a noisy one, turn up the radio.