US: General Mills adds to Betty Crocker gluten free range

By Michelle Russell | 23 July 2013

Gluten Free Sugar Cookie mix and All-Purpose Gluten Free Rice Flour Blend are designed to target consumers with Celiac disease

Gluten Free Sugar Cookie mix and All-Purpose Gluten Free Rice Flour Blend are designed to target consumers with Celiac disease

General Mills has added to its Betty Crocker dessert mix brand in the US with the launch of two more gluten-free products.

A gluten-free sugar cookie mix and an "all-purpose" gluten-free rice flour blend are designed to target consumers with coeliac disease.

The cookie mix has an RRP of US$4.45 for a 15oz package, while the rice flour blend has an RRP of $3.75 for a 16oz package. Both products will be available in stores nationally by the end of July.

The new lines join a portfolio of Betty Crocker gluten-free products on sale in a market where sales of gluten-free foods are rising rapidly.

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Betty Crocker® Expands Gluten Free Offerings, Giving Households More Reasons to Bake Family Favorites

The No. 1 selling dessert mix brand offers more options with new gluten free flour and a cookie favorite

MINNEAPOLIS, July 18, 2013 /PRNewswire/ -- Betty Crocker® gives gluten-free consumers even more reasons to go back to the baking aisle with two new additions to the line of Betty Crocker Gluten Free baking products: Gluten Free Sugar Cookie mix and All-Purpose Gluten Free Rice Flour Blend.

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Gluten-free moms already trust the great taste of Betty Crocker Gluten Free Brownie, Cookie and Cake mixes—and enjoy them with their entire family. Now gluten free baking gets even easier and tastier.

"Baking is important to mom and she wants to experience that with her family," said Robert Dircks, Betty Crocker marketing manager. "Betty Crocker has always served as a guide to cooks and bakers—now beginner to expert-level gluten free bakers can use Betty Crocker mixes or create delicious recipes from scratch."

Celiac disease is an autoimmune disorder that can lead to damage of the small intestine and can affect the absorption of nutrients from food. People with celiac disease cannot tolerate even a small amount of gluten, a protein in wheat, rye and barley, among other grains. This disease requires a diet void of traditional wheat-flour-based mixes and baked goods prepared using common traditional baking ingredients for the rest of one's life.

There is a continued demand for gluten-free products. The NPD Group estimates that almost 28 percent of consumers seek out gluten-free foods.1 Gluten free food and beverage sales are projected to exceed $6.6BN by 20172.

Benefits of Gluten-Free Products from Betty Crocker
Betty Crocker's line of gluten-free dessert mixes and rice flour blend provide gluten-free consumers the opportunity to share everyday moments with loved ones. Whether enjoying a slice of banana bread for breakfast, splitting a plate of cookies after dinner, or sharing a birthday cake to celebrate someone special, Betty Crocker allows families to feel normal again—baking just like they did before they went gluten free.

Today, families don't have to prepare a gluten-free option for their gluten free loved one and a "regular" birthday cake or sweet treat for the rest of the family. Now, families can make one dessert that's enjoyable for everyone, even those who do not follow a gluten-free diet.

"Betty Crocker has been a trusted resource for more than 90 years, providing products and baking advice to many," said Dircks. "So it made sense for us to leverage our years of baking experience and product innovations to create a variety of gluten-free products for those following a gluten-free diet. We're excited to continue to expand the Betty Crocker gluten-free offerings in the baking aisle."

"Our consumers rave about the great taste of our gluten-free products, and that the easy preparation and recipe ideas come from Betty Crocker— a brand they can find in stores and fully trust," said Dircks.

The new Betty Crocker Gluten Free Sugar Cookie Mix and All-Purpose Gluten Free Rice Flour Blend expands the current portfolio of Betty Crocker gluten free products including: Betty Crocker Gluten Free Yellow Cake Mix, Betty Crocker Gluten Free Devil's Food Cake Mix, Betty Crocker Gluten Free Brownie Mix, Betty Crocker Gluten Free Chocolate Chip Cookie Mix and Bisquick Gluten Free Pancake &Baking Mix? all made in a certified gluten-free processing facility.

The new gluten-free Sugar Cookie Mix has a suggested retail price of $4.45 for a 15-oz package.Betty Crocker™ All-Purpose Gluten Free Rice Flour Blend has a suggested retail price of $3.75 for a 16-oz package. Both products will be available in stores nationally by the end of July.

Betty Crocker has done all the work for you and created a portfolio of new gluten-free recipes fromGluten Free Angel Food Cake and Carrot Cake, to Margherita Pizza and Broccoli Ham Quiche. For more information on how to bake with gluten-free flour, visit

About Betty Crocker Kitchens
Since her creation in 1921, Betty Crocker has enjoyed a distinguished history as a multimedia superstar. Featured in radio, TV, print, and now online, this cultural icon has rightfully earned her reputation as the "Original First Lady of Food" and a trusted source of inspiring-but-doable food ideas. Minneapolis, Minnesota is the home of the Betty Crocker Kitchens, where a team of culinary experts develop food ideas that combine trends with consumer needs. 

Since first published in 1942, more than 75 million Betty Crocker cookbooks have been sold. is one of the top websites in the food category. The website features Ask Betty, a resource that allows consumers to search the kitchen files for instant answers from Betty Crocker Kitchen Experts. Betty Crocker's Facebook community has over 2 million fans that enjoy interacting with the brand, and millions have downloaded Betty Crocker's mobile app. Betty Crocker branded products garner more than $1 billion in sales annually. For more information,

About Celiac Source: Mintel Food Allergies and Intolerance U.S. Report – April 2007
Source 1: The NPD Group's Biweekly Dieting Monitor, year ending July 18, 2012
Source 2: Supermarket News December 2012

Betty Crocker is a registered trademark of General Mills.


Original source: General Mills

Sectors: Bakery, Commodities & ingredients

Companies: General Mills

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