Kellogg is to launch gluten-free Rice Crispies in the US, the cereal giant has announced.
The company will start selling the product – which it says is its first-ever gluten-free cereal – next month.
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Doug VanDeVelde, Kellogg’s senior vice president of marketing and innovation, said the launch had been driven by consumer demand.
“We heard the strong desire from people within the gluten-free community, especially parents, for more affordable foods that they can serve their families, and we are helping to fill that need,” VanDeVelde said.
The cereal is made with whole grain brown rice instead of barley malt, which is the source of the gluten in the original Rice Crispies.
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