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KELLOGG’S AUSSIE CLASSICS GO GLUTEN FREE

Feb 28, 2016

After a combined 150 years as Australian breakfast table icons, Kellogg’s favourites Corn Flakes and Special K are going gluten free for the first time, with products hitting supermarket shelves this month.

Responding to increasing demand from consumers with coeliac disease and intolerances to gluten, Kellogg’s is thrilled to introduce Special K Gluten Free and Corn Flakes Gluten Free as their first entirely gluten free products.

The best thing about Kellogg’s gluten free alternatives; they have the same delicious taste and satisfying crunch as the originals. In fact, in a recent taste test 92 per cent of people who tried both Special K* and Corn Flakes** gluten free were surprised that it was gluten free because it tasted so good.

For sufferers of coeliac disease and gluten intolerance, the harsh reality is that they often miss out on the chance to enjoy traditional breakfast cereal without pain or more serious health risks. While 2016 has ushered in a wave of new food trends, this demand for gluten free alternatives continues to rise, as Kellogg Australia Portfolio Marketing Manager Janine Brooker points out.

“We continue to see a growing number of consumers, including coeliac disease sufferers, requesting gluten free alternatives to our popular cereals. Research conducted with current consumers of gluten free cereals also showed there was a gap in the market for products that can deliver a great taste experience that’s consistent with products containing gluten,” Brooker said.

“That’s why we wanted to make sure that our gluten-free Corn Flakes and Special K taste just as good as the original classics. We’re excited today to be announcing these two new products and we’d love for consumers to try them and tell us what they think on social media via #KelloggsGF.”

Coeliac Australia President Tom McLeod endorses the new products.

“It’s wonderful to have these new additions to the gluten free breakfast menu, especially two Australian icons such as Special K and Corn Flakes. We are delighted that Kellogg has recognised the important needs of people with coeliac disease and developed its range of gluten free cereals” McLeod said.

Kellogg’s Corn Flakes Gluten Free is made with 91 per cent corn, is low in fat and a good source of six essential vitamins including folate. Kellogg’s Special K Gluten Free is made from 85 per cent brown rice, boasting a high wholegrain content and is a source of iron and zinc.

“We’ve heard the old adage that consumers are sick of gluten free products that taste like the cardboard box they come in,” says Brooker. “Our new cereals are great breakfast options that save Australians time and keep their taste buds happy.”
Kellogg’s Corn Flakes Gluten Free and Special K Gluten Free are available in 330g packs located in the health and cereal aisles of supermarkets nationwide, priced at $3.99 and $5.99 respectively.

For further information on Kellogg’s new gluten free cereals or other products, please visit www.kelloggs.com.au, or follow them on Twitter using @Kelloggs_AU.


* Source: Buchanan Group Home Tester Panel n=119 survey participants who tested Special K Gluten Free
**Source: Buchanan Group Home Tester Panel n=97 survey participants who tested Corn Flakes Gluten Free

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