Gluten-free goes mainstream in U.K. cereal aisle

by Eric Schroeder
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LONDON — Gluten-free products may be commonplace in the United States, but for the first time consumers in the United Kingdom will have the option to choose a mainstream gluten-free breakfast cereal, according to Cereal Partners Worldwide (C.P.W.), a joint venture between General Mills, Inc. and Nestle S.A. Calling it a “breakthrough in the availability of gluten-free cereal products,” C.P.W. has introduced Nestle Gluten Free Corn Flakes in the United Kingdom.

“We’ve known for a long time that gluten-free products are increasing in popularity, but we also recognize that some of the gluten-free breakfast cereal products do not offer the same taste and flavor as their mainstream cereal counterparts,” said Jolene McMonagle, a C.P.W. nutritionist who was instrumental in the development of Nestle’s new Gluten Free Corn Flakes. “We developed Nestle Gluten Free Corn Flakes to provide families with a gluten-free option that is full of flavor, but without the gluten. Additionally, our Gluten Free Corn Flakes are fortified with vitamins and minerals to ensure that essential nutrients are in every bowl.”

David Homer, chief executive officer of C.P.W., added, “Gluten Free Corn Flakes is all about giving everyone more choice when it comes to breakfast. We are meeting the changing needs of consumers by providing a gluten-free breakfast alternative for busy, health-conscious families. We are extremely pleased that Nestle Gluten Free Corn Flakes will be available in the mainstream cereal aisle at a competitive price, which, for the first time, makes a gluten-free breakfast cereal accessible to everyone.”

To accompany the mainstream placement, C.P.W. said the cereals will come with a mainstream price in-line with other cornflake offerings as opposed to the higher price usually associated with gluten-free products. Nestle Gluten Free Corn Flakes will be widely available in major supermarkets and come in two tasty varieties: traditional and honey.

New Gluten Free Corn Flakes are fortified with B vitamins and iron. Each 30-gram serving contains 31% of the recommended daily allowance (R.D.A.) of vitamin D, 51% R.D.A. of riboflavin, and 30% R.D.A. of iron.
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