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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.

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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 PDT
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 PDT
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 PDT
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 PDT
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 PDT
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 PDT
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
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said this on
25 Jan 2016 10:50:57 AM PDT
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
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said this on
25 Jan 2016 11:23:39 AM PDT
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 PDT
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 PDT
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
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said this on
25 Jan 2016 4:07:51 PM PDT
I have celiac and I will not eat Cheerios.

 
Barb
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said this on
25 Jan 2016 5:57:55 PM PDT
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
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said this on
25 Jan 2016 6:30:31 PM PDT
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 PDT
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 PDT
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 PDT
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 PDT
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 PDT
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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I am very interested in this too. My daughter tested negative for celiac, but has terrible primarily neurological symptoms. Because she tested positive for SIBO at the time and was having some GI symptoms, I was told it was just a Fodmap issue. I knew better and we have been gluten free for 2 years. Fast forward to this February. She had a SIBO recurrence that I treated at home with diet and herbal antibiotics because I couldn't get the insurance referral. She was doing great. Then stupid me brought in gluten containing chick feed for the new baby chicks we got. Feed dust everywhere. Total mess. Really, no GI symptoms (she was SIBO free by then)...but the neurological symptoms! my daughter couldn't walk for three days. Burning down one leg, nerve pain in the foot. Also heaviness of limbs, headache and fatigue. Better after three days. But unfortunately she had a TINY gluten exposure at that three day mark and had another severe reaction: loss of balance, loss of feeling in her back and arms, couldn't see for a few seconds, and three days of hand numbness, fatigue, concentration problems. Well, I actually contacted Dr. Hadjivassilou by email and he confirmed that the symptoms are consistent with gluten ataxia but any testing would require a gluten challenge. Even with these exposures, antibodies would not be high enough. His suggestion was maintain vigilance gluten free. I just saw my daughter's GI at U of C and she really only recognizes celiac disease and neurological complications of that. But my impression is that gluten ataxia is another branch in the autoimmune side of things (with celiac and DH being the other two). At this point, I know a diagnosis is important. But I don't know how to get there. We homeschool right now so I can give her time to heal when she is accidentally glutened, I can keep my home safe for her (ugh, that I didn't think of the chicken feed!) But at some point, she is going to be in college, needing to take exams, and totally incapacitated because of an exposure. And doctors state side that are worth seeing? Who is looking at gluten ataxia in the US?

Caro..............monitoring only the TSH to gauge thyroid function is what endo's do who don' t do a good job of managing thyroid disease. They should do the full panel and check the actual thyroid hormone numbers.........T3 and T4. The importance of the TSH comes second to hormone levels. In order to track how severely the thyroid is under attack, you need to track antibody levels.......not the TSH. I did not stay with endocrinologists because I found they did not do a very good job and found much greater help and results with a functional medicine MD. You should not have a goiter if your thyroid is functioning well and your TSH is "normal". Maybe they should do a full panel? Going gluten free can have a profound affect for the better on thyroid function and that is something that is becoming more and more accepted today. Ask most people with Celiac and thyroid disease and they will tell you that. My thyroid never functioned well or was under control under after I discovered I had Celiac and went gluten free. It was the only way I got my antibody numbers back down close to normal and they were around 1200 when it was diagnosed with Celiac. I was diagnosed with Hashi's long before the Celiac diagnosis. I am not sure Vitamin D has anything to do with thyroid antibodies but who knows? Maybe it does have an affect for the better. It is really hard to get Vitmain D levels up, depending on where you live. Mine are going up, slowly, even after 12 years gluten-free but I live in the Northeast in the US and we don't have sun levels like they do in the South. I take 5,000 IU daily and that is a safe level to take, believe it or not. I get no sun on my job so the large dose it is! Having Celiac Disease should not stop you from being able to travel, especially S. America. I travel, although I do agree that some countries might be very difficult to be gluten free in. You can be a foodie and travel with Celiac so no worries on that front. You may not be able to sample from someone else's plate, unless they are eating gluten-free too but I have had awesome experiences with food when traveling so you can too!

I don't know what you drank or where.... so here are a few thoughts. - sure, a dive bar might have dirty glasses and serve a cocktail in a beer glass? But a nice reminder place, with a dishwasher, should be fine. If it's a sketchy place, Stick to wine, then it's served in wine glasses that aren't used for beer or bottled ciders in the bottle. - ciders on tap might, just a slight chance, have an issue. Because of beer on tap, mixed up lines, etc. - you may have a problem with alcohol - you may have issues with The high sugar content of the drink. I know I have similar issues if I drink serveral ciders of extra sugary brands - are you positive it was a gluten-free drink? Not this " redds Apple" pretending to be a cider - it's beer with apple flavor. Or one of those " gluten removed " beers?

Hi Stephanie, I'm also from the UK, I've found this site more helpful than anything we have! As already mentioned above, in my experience it could depend on what and where you were drinking. Gluten free food and drink isn't always (not usually) 100% gluten free as you may know, maybe you have become more sensitive to even a trace of gluten that is probably in gluten free food/drink. Is it possible you have a problem with corn, particularly high fructose corn syrup that is in a lot of alcoholic drinks? This was a big problem for me and the only alcoholic drinks I can tolerate are William Chase vodka and gin. I contacted the company last year and all their drinks are 100% gluten and corn free, made the old fashioned way with no additives, so maybe try their products if you like the occasional drink and see how you get on. If you drink out, not many pubs sell their products but I know Wetherspoons do and smaller wine bars may too. l was never a spirit drinker but I must say their products are absolutely lovely! Very easy on a compromised gut too considering it's alcohol. I second the suggestion on seeing a natural health practitioner. I've recently started seeing a medical herbalist, as I've got nowhere with my now many food intolerances since going gluten free last year and I've noticed a difference in my health already.

Sorry for the very late reply and thanks for the replies, I didn't get a notification of any. In case anyone else comes across this and has been wondering the same as I was, I did try a vegetable broth and I did react to it in the same way as if I'd eaten the vegetables. As for the candida, I've been using coconut oil and am seeing a medical herbalist for this and leaky gut. It's only been a few weeks but I've noticed an improvement all round.