General Mills is to stop selling gluten-free Chex Oatmeal in the US after sales missed expectations.
The product was introduced in the US last year in three variants: original, apple cinnamon and Maple Brown Sugar.
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"Our oatmeal products were not meeting performance expectations, and as a result, some major retailers decided to no longer carry the product," a spokesperson for General Mills told just-food. "We are no longer producing any new oatmeal. We are currently shipping the last of our inventory to retailers now with our final shipments expected in October."
General Mills added it continued to offer more than 850 gluten-free products.
This year, the company's initiatives have included emphasising the gluten-free credentials of part of its Nature Valley snack bar range in the US. This summer, five bars will be marketed as gluten-free. Three of the products were already made without gluten but did not carry the label on their packaging. General Mills changed the recipe on a fourth bar – Nut Crisps – to remove barley malt and make it gluten-free. The company has also developed a new, gluten-free line – the Simple Nut Bar.
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