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Cheerios Sales Rise After Switch To Gluten-Free

Celiac.com 01/21/2016 - With sales of non-gluten-free cereals enduring a slow, consistent downward slide in just about every category, gluten-free cereals have been one of the few bright spots for cereal manufacturers.

Wikimedia Commons--General MillsIn an effort to combat those falling cereal sales across its existing product line, manufacturer General Mills released five gluten-free Cheerios products.

Initial results suggest that their plan is working, at least somewhat. According to General Mills, sales of non-discounted, full-price gluten-free varieties of Cheerios grew 3% to 4% last quarter, offering the fist improvement after multiple quarters of declining sales.

This is particularly good news for General Mills, as it follows on the heels of an embarrassing recall of 1.8 million boxes of Cheerios and Honey Nut Cheerios in October, shortly after the introduction of their gluten-free varieties. The company chalked that issue up to "human error."

So the fact that the latest numbers are strong so soon after a major product recall suggests that gluten-free Cheerios might just be the ticket for turning around their slumping sales.

What do you think? Have you tried gluten-free Cheerios? Will you? Are you happy that major companies like General Mills are making gluten-free products available?

Read more: buzzfeed.com

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18 Responses:

 
Tara
Rating: ratingfullratingfullratingfullratingfullratingfull Unrated
said this on
21 Jan 2016 5:46:08 PM PST
Please know that these products are not certified gluten free. It is only gluten removed, therefore people with celiac disease should not eat these products. When I asked them they did not know if they would ever certify due to cost.

 
admin
( Author)
said this on
23 Jan 2016 9:55:44 AM PST
You are incorrect--they are gluten-free and safe for celiacs, or they could not be labeled "gluten-free." Certified gluten-free is also no guarantee that an item could not be contaminated, and some certified products have tested over 20 ppm for gluten.

 
Rick
Rating: ratingfullratingfullratingfullratingemptyratingempty Unrated
said this on
25 Jan 2016 4:18:38 PM PST
I do not know if I can agree with "could not be labeled gluten-free" and my reasoning is this, I am seeing more and more products that say "gluten free" on one side of the product only to have "processed/produced in a facility that also processes/produces wheat and gluten products". Cereals, rice, pasta and other similar products that I will not take the risk to eat. Are those products gluten-free or is the risk of contamination higher? Are the manufacturers covering their assets? Or simply this, how can they be gluten-free and still have potential for the presence of wheat and gluten?

 
Jefferson
Rating: ratingfullratingfullratingfullratingfullratingfull Unrated ( Author)
said this on
27 Jan 2016 10:04:59 AM PST
All Gluten Free Cheerios products meet the FDA standards for gluten-free labeling, that is that they are all formulated and tested to contain less than 20 ppm gluten. So, yes, they are "certified" gluten-free.

 
Henrich
Rating: ratingfullratingemptyratingemptyratingemptyratingempty Unrated
said this on
30 Jan 2016 6:50:41 AM PST
The are people like me that have celiac and cannot haven any gluten whatsoever. So I have to research every product that says it is Certified Gluten Free, I get really sick if it is processed in a plant that contains Wheat due to the cross contamination. Just because it has less than 20 ppm is not Gluten Free too me!!

 
Justin
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said this on
25 Jan 2016 5:30:06 AM PST
Oats themselves are not clearly non-toxic to celiacs. I wrote to GM about my concern re: GF Cheerios because the only thing they did to make them gluten free was to source oats that weren't cross-contaminated. But there is a litany of evidence indicating oats can be toxic to celiacs, yet no company I have ever seen push "gluten free" oats has addressed this controversy. The almighty dollar wins again.

 
Gary
Rating: ratingfullratingfullratingfullratingfullratingfull Unrated
said this on
25 Jan 2016 10:50:57 AM PST
Specific to the Cherrios, yes they are gluten removed and yes they are tested. It appears the batch testing is somewhat less than thorough and there are others trying to get he mfg to do more consistent testing to address this for the celiac community. Hopefully they will improve the process in the coming months

 
Jared M
Rating: ratingfullratingfullratingfullratingfullratingfull Unrated
said this on
25 Jan 2016 11:23:39 AM PST
Didn't these gluten-free Cheerios get contaminated with wheat just a couple of months ago?

 
admin
( Author)
said this on
27 Jan 2016 11:32:06 AM PST
Due to a mistake at one plant they did, and voluntarily recalled the products associated with the error.

 
Tara
Rating: ratingfullratingfullratingfullratingfullratingfull Unrated
said this on
25 Jan 2016 1:18:38 PM PST
They are gluten REMOVED and not grown in a designated field with designated equipment and facilities. Ask your medical specialist but until certified this celiac family says NO! General Mills already has a few lawsuits pending due to false advertising.

 
Rick
Rating: ratingfullratingfullratingfullratingemptyratingempty Unrated
said this on
25 Jan 2016 4:07:51 PM PST
I have celiac and I will not eat Cheerios.

 
Barb
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said this on
25 Jan 2016 5:57:55 PM PST
I absolutely love the GF Cheerios!! I have missed them terribly since being diagnosed with celiac 4 years ago. I would like to thank General Mills for their time , investment, persistence, and interest in expanding their product for those that must modify their diet due to gluten issues.

 
Suzy
Rating: ratingfullratingfullratingemptyratingemptyratingempty Unrated
said this on
25 Jan 2016 6:30:31 PM PST
My son became very ill after eating so-called "gluten -free" Cheerios. I would never recommend them for ANYONE with celiac disease. Maybe they have "fixed" the problem but I'll never buy them again. I'll stick with Chex. Both are General Mills products. You'd think they could have done better with the Cheerios brand.

 
Amy
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said this on
26 Jan 2016 4:22:29 AM PST
Cheerios are 100% GF and celiacs CAN eat them! Thank you General Mills for taking the lead on this! Can't wait to find GF Lucky Charms in our area!!!

 
Debbie Brewster
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said this on
26 Jan 2016 7:28:27 AM PST
I was diagnosed with celiac disease in 2001 and have been very strict with my gluten free diet since then. One time that I mistakenly ended up eating gluten, I was sick for 10 days. Since the Cheerios have gone gluten free, I have tried Multi-Grain Cheerios, Frosted Cheerios, and Apple Cinnamon Cheerios. I have had no adverse reactions to any of them. I am SO glad to see more and more products becoming gluten free. I am willing to be patient with companies (and restaurants) as they strive to do a progressively better job of preventing cross contamination.

 
Mark
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said this on
26 Jan 2016 7:59:56 AM PST
A big concern for me is the chemicals GM is still using in the Cheerios products - trisodium phosphates and the like. Check them out independently.

 
Sue
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said this on
26 Jan 2016 9:40:13 AM PST
I was thrilled when General Mills made Cheerios gluten free. I started buying and eating them as soon as they became available in my local store. I have celiac disease and have had no problem with any of their gluten free products. Thank you General Mills for giving me another option for breakfast.
Maybe some of the other manufactures of cereal should try making some of their products gluten free.

 
luee
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said this on
22 Aug 2016 3:17:54 PM PST
Yes I am very happy with the availability of GF Cheerios and glad to hear about sales growth, but how has it affected the sales of GF Chex cereals from the same brand?




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