Kellogg’s launches gluten-free Rice Krispies in US

Posted by Nicole Eckersley on 12th May 2011

Rice Krispies - Gluten FreeKellogg Company has announced that it will commence US sales of a gluten free version of its popular Rice Krispies breakfast cereal, known in Australia as Rice Bubbles.

“Kellogg is pleased to announce plans for the launch of our first-ever gluten-free cereal – Rice Krispies Gluten Free – which should start hitting store shelves by early June,” said Doug VanDeVelde, senior vice president of marketing and innovation at Kellogg. “We heard the strong desire from people within the gluten-free community, especially parents, for more affordable foods that they can serve their families, and we are helping to fill that need.”

The new cereal eliminates barley malt (the source of gluten in the original Rice Krispies cereal) and is made with whole grain brown rice to differentiate it from the original and for flavor. Each serving of the new gluten-free cereal contains 120 calories, less than 1 gram of sugar, 1 gram each of fat and fiber, 3 grams of protein and 190 milligrams of sodium. The cereal is fortified with several vitamins and minerals. The suggested retail price for new Rice Krispies Gluten Free cereal is the same as the original cereal.

Kellogg’s Rice Krispies Gluten Free cereal will be produced in a separate facility that has been making gluten-free products for nearly a decade. Each batch of cereal will be tested to ensure its gluten-free status, as will the production line.

A spokesperson from Kellogg Australia said that while there were no current plans to launch a gluten-free Rice Bubbles in Australia, the door was open if there was strong demand among Australian consumers.