
Kellogg calls the products a response to growing demand for gluten-free products from consumers with celiac disease and gluten intolerance. "We continue to see a growing number of consumers, including coeliac disease sufferers, requesting gluten free alternatives to our popular cereals."
In formulating their new products, Kellogg set out to combat a perception in the Australian cereal market that gluten-free cereals routinely failed to "deliver a great taste experience that's consistent with products containing gluten," said Janine Brooker, portfolio marketing manager for Kellogg Australia.
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