General Mills expands gluten-free Chex line
May 01, 2009
by Eric Schroeder
MINNEAPOLIS — General Mills, Inc., which in April 2008 introduced reformulated Rice Chex that was gluten free, will make five more Chex cereals gluten free by this summer.
The words "Gluten-free" will appear near the ingredient label on package side panels and also may appear on the front panel of boxes of Corn Chex, Honey Nut Chex, Chocolate Chex, Cinnamon Chex and Strawberry Chex.
General Mills said its Wheat Chex and Multi-Bran Chex varieties are not gluten-free.
"Innovation and strong consumer insight prompted the reformulation of gluten-free Rice Chex a year ago, and the response has been overwhelmingly positive; in fact, our consumer services hotline has been flooded with calls and comments from thousands of happy Chex fans," said Adrienne Daniels, marketing manager for Chex. "For the first time, people looking for a tasty, gluten-free cereal can shop the main cereal aisle at their market without paying a premium."
In addition to the new product offerings, General Mills has launched a gluten-free recipe site at www.Chex.com/glutenfree.