AUS: Sanitarium moves Weet-Bix cereal into gluten-free
Sanitarium described move as "significant innovation"
Australian food group Sanitarium has launched a gluten-free version of flagship breakfast cereal brand Weet-Bix.
The gluten-free option, which went on sale at Coles stores this week, is made with sorghum.
Over the past six months, Sanitarium has recommissioned a Perth-based Weet-Bix factory into a dedicated gluten-free manufacturing site.
Sanitarium described the move as a "significant innovation" and it will serve a growing market for gluten-free products. A common criticism of gluten-free lines is taste, which manufacturers have sought to fend off by adding sugar and salt to the products.
Sanitarium nutritionist and Trish Guy said the gluten-free Weet-Bix tastes "very similar" to the conventional product and she emphasised what she saw as the new line's healthy attributes.
"Like Weet-Bix Original it is also low in sugar," Guy said. "Gluten-Free Weet-Bix is made with sorghum grains, which are naturally gluten free, and has a 96% wholegrain content. It contains three times the antioxidants of oats, based on total polyphenol content the natural antioxidant compounds found in plant foods. It is a good source of iron, high in folate and vitamins B1, B2 and B3 as well as being a source of dietary fibre."
- Analysis: Is Heinz, Kraft merger "a growth story"?
- M&A Watch: Who could be on 3G Capital's radar?
- The challenges awaiting ConAgra's new CEO
- Viewpoint: Faber-led Danone gets realistic
- Focus: Can Mars gain share in Indian chocolate?
- UPDATE: Heinz, Kraft strike merger agreement
- Fatal explosion at French desserts firm Senagral
- Kraft "in buyout talks" with Heinz owner 3G
- Infographic: Heinz, Kraft unveil combined business
- Buffett: Kraft Heinz to withstand health focus