Crownfield Rice Snaps

Crownfield Rice Snaps is a private-label breakfast cereal produced for the German discount supermarket chain Lidl. The product consists of puffed rice grains, often fortified with vitamins and iron, and is designed as a direct equivalent to well-known branded rice cereals.

As an own-brand product of Lidl, the manufacturing for Crownfield items is typically outsourced to various large-scale food production companies across Europe and the United Kingdom. In the UK, companies such as Bokomo Foods (owned by PepsiCo via Pioneer Foods) have historically been major suppliers of own-label cereals for retailers like Lidl. Because production varies by region and supply contract, the specific manufacturing location can include Germany, the United Kingdom, or other European facilities depending on the local market.

Ownership of the Crownfield brand resides with the Schwarz Group, a massive German multinational retailer that operates both the Lidl and Kaufland chains. The Schwarz Group is one of the largest retailers in the world and manages its private labels centrally, though the products are sold internationally throughout Lidl's extensive store network.