General Mills is to roll out five gluten-free Cheerios lines in the US this summer in a bid to tap into growing consumer interest in the products without the ingredient.
“We know there are many consumers – as much as 30% in the US – who avoid gluten. And, people are looking for more gluten-free options for cereal so it’s important that we make these five varieties of gluten-free Cheerios available,” Jim Murphy, president of General Mills’ Big G cereals division, said.
General Mills, looking for ways to boost flagging breakfast cereal sales in the US, said it had taken “years” to develop a way to sort out the wheat, rye and barley in its supply of whole oats The company said the ingredients were “inadvertently introduced” at the farms where the oats were grown, or during transportation of the whole oats to the mill.
From July the five Cheerios products on sale will be – Original Cheerios, Honey Nut, Multi-Grain, Apple Cinnamon and Frosted.