Kellogg to launch Rice Krispies Gluten Free in June
BakingBusiness.com, May 11, 2011
by Eric Schroeder

BATTLE CREEK, MICH. — The Kellogg Co. next month will launch Rice Krispies Gluten Free cereal. The cereal, which will be sold alongside original Rice Krispies, 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 mg of sodium.

The suggested retail price for new Rice Krispies Gluten Free cereal is the same as the original cereal.

“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.”

Kellogg said production of the new cereal will take place 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.