Puffa Puffa Rice was a brand of cereal produced by The Kellogg Company. Somewhere between Puffed Wheat and Rice Krispies, the product was a form of puffed rice with a sweet, smooth texture and flavoured with brown sugar. Puffa Puffa Rice was introduced in 1967 marketed with a Hawaiian theme and the product was shown arriving on a surfboard. In 1972 the box was re-designed to have a toy steam locomotive. In 1973 it changed again to the popular puppet character Sooty waving a magician's wand over the cereal. Puffa Puffa rice was abruptly phased out during 1975.