Kellogg’s launches gluten-free Rice Krispies in US
Kellogg 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.
Ok then…
I strongly demand that Kellogs Australia should bring out gluten free rice bubbles and coco pops too!
Come on Kellogs Australia try leading the world instead of following. We Coeliacs are limited to a few products already
Please may we have rice bubbles and corn flakes. I miss them so!!!!
Spoke to kelloggs this week and still they haven’t had enough demand. Coles said they won’t import them as they feel they ‘have a sufficient range of gluten free breakfast options already available’ (thats a matter of opinion!). ANyone found a way of buying them on line? Amazon won’t ship them to Australia unfortunately 🙁
I’m sitting in Vancouver eating a surprise bowl of Kellogg’s gluten free Rice Bubbles and they’re good! Much better than the bland alternative branded ones at home. I’m wondering if they’re available back in Australia… Alas it seems they’re not. I think it’s definitely worth chasing Kellogg’s to produce these in Australia.
Dear Kelloggs Marketing,
I think it would be a fantastic public relations coup for your company to release “Gluten Free Rice Bubbles ” onto the Australian market.
I am sure that people without a gluten intolerance would purchase the product just from a healthy eating aspect.
Thanks
Tony Button
Come on Kellogg’s Australia in my street alone there are 5 people who eat a gluten free diet , I am one of those people , and am sick of the bland choice we have now , i would love to have chocolate crackles like we used to have as a kid , i know if you started making them here you would be flooded with demand for them .
Come on Kellogg’s help us !….
My 8 year old has just been diagnosed with coeliacs disease, as a mother of a child who’s world of food is about to change, just one item staying the same such as a Gluten free rice bubble would let her have some form of normality. Please Kellogg’s Australia make these available…….
Are you serious???? We “already have enough to choose from”??? Have you ever bothered to taste the gluten free range that is out there???? I actually thought that I had found a nice breakfast cereal but it turns out that it tastes like soggy cardboard! I am soooooooo over trying to find something that tastes good! I miss my rice bubbles and definitely crunchy nut corn flakes! Do you realize that it is 1 IN 3 that are gluten intolerant?? Think about it! You are missing a whole lot of consumers! Not to mention that we miss out on so much “normal” tasting food! I DEMAND GLUTEN FREE IN AUSTRALIA!!!!!!!
Yes not many gf cerials taste good, not to a 40 or 6yr old so when I see these on the shelve I will be sure to buy some.if they are a hit in USA I’m sure it would be profitable to you in aus.send me a sample if you like my gf family will be your judge. 🙂 that’s no joke by the way.