Gluten-free Rice Krispies® to hit US market this month

Kellogg in the US have publicised their plans for a June launch of a gluten-free variant of Rice Krispies at the same price and store location as the original product version. The gluten free variety will be made out of wholegrain brown rice, and produced by a third party who has been producing gluten-free goods for over ten years.

Each batch of cereal will be tested to ensure its gluten-free status, as will the production line.

Media reports state that Kellogg Australia have no current plans to launch a gluten-free variety of Rice Bubbles in Australia. However, this may change if consumer demand proved strong.

Kellogg maintain that rather than choosing to make the gluten free Rice Krispies using wholegrain brown rice for the purpose of making the product 'healthier', the rice was used for its flavour, which compared favourably to the gluten-containing barley malt used as a flavouring ingredient in the original variety. The formulation of the original variety will remain unchanged.

Rival brand General Mills reformulated their original 'Chex' in 2008 to remove the gluten-containing ingredients, and now market five different gluten-free varieties of the cereal.