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Kellogg's Australia - Gluten Free Rice Bubbles Please?

Updated on March 12, 2012
Kellogg's Gluten Free Rice Krispies Released May, 2011
Kellogg's Gluten Free Rice Krispies Released May, 2011 | Source
Australia's Equivalent to Rice Krispies - Rice Bubbles (N.B. Contains Barley Malt and contains gluten)
Australia's Equivalent to Rice Krispies - Rice Bubbles (N.B. Contains Barley Malt and contains gluten) | Source

Kellogg's Launches Gluten Free Rice Krispies in the United States of America!

Breakfast has been, and continues to be, the most important meal of the day. From cereal to toast, most of the essentials we need lie in whole grains - foods that tend to contain at least a wheat, rye, barley or oat ingredient. Many of us know that these grains and their by-products are healthy for a substantial population, yet they are out for those who cannot process gluten (a protein found in the aforementioned grains) including Coeliac Disease (a condition that affects 1 out of 100 people) and other forms of wheat and gluten sensitivity.

As many of your are most probably (if not most certainly) aware, Kellogg's in the U.S. recently released a new gluten free version of their famous Rice Krispies (May 2011). Here in Australia, the equivalent of this well-known breakfast item is Rice Bubbles.

Unfortunately (as with virtually all 'mainstream' and 'non-specialty' cereals on the Australian market), the traditional versions of both these cereals are flavoured/sweetened with malt (an ingredient that is most commonly derived from barley, which is indeed a gluten-containing ingredient).

This results in much of the gluten-intolerant population having to resort to the health food section of the supermarkets, in order to find cereals that meet their needs. Unfortunately, however, these products are often imported from international markets and all varieties are exorbitantly expensive, compared to that of those made locally and located in the cereal aisle of the supermarket. The quality and taste is often inferior to that of the 'normal' versions of these products.

On top of having to pay for substitutes for foods that contain obvious sources of gluten, I believe that we should at least have some choice in these main cereal aisles around the country. Currently, no mainstream cereal brand in Australia has jumped onto the 'gluten free' bandwagon. Which is a shame really, as various research studies have shown that hundreds-of-thousands of Australians could potentially benefit from the gluten free diet (not to mention those who are diagnosed and yet to be diagnosed with coeliac disease).

In the USA, some competitors of Kellogg, General Mills and Post, have already taken steps to ensure that the gluten free market has some selection to choose from within the cereal aisle. Unfortunately, these brands do not distribute any of their gluten free offerings 'down under', so (once again) we are left with limited selection.

I urge each and every one of my readers on this page to take the opportunity to Contact Kellogg's either via email or phone and let them know that you would like to see a gluten free version of Rice Bubbles on the market! I certainly miss making my favourite 'Rice Bubble' (aka Rice Krispie) type 'treats' and would love it if Kellogg's got on board in the gluten free field just like they seem to have done so in the US!

According to The Age, "A spokesperson from Kellogg Australia said that while there were no current plans to launch a gluten-free Rice Bubbles in Australia, the door was open if there was strong demand among Australian consumers.".

So... Let's get to it! Gluten Free Rice Krispies = Snap, Crackle and Pop for Everyone! ;-D


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    • infonolan profile image
      Author

      infonolan 6 years ago from Australia

      Hi Sally's Trove,

      Would be great if Canada would do the same. Being in Australia I'd love to see them here too. Though what really would be better is if they removed malt from the original product altogether, as General Mills did with their Chex line of cereals.

      Hi lisamaggart,

      Glad to hear you discovered the gluten free version. I've heard they taste about the same, although the brown rice may result in a slightly gritty flavour. Probably healthier though, too. Enjoy! ;)

    • lisamaggart profile image

      lisamaggart 6 years ago from Atlanta

      I discovered the gluten-free Rice Krispies (Bubbles) at the Ingles grocery store last night. I had no idea the original version wasn't gluten-free -- forgot about the malt issue! I haven't tasted the gluten-free krispies yet, but hope they are as good as the others. If so -- here come the Krispie Treats!

    • Sally's Trove profile image

      Sherri 6 years ago from Southeastern Pennsylvania

      This was a very informative Hub. I didn't know about this product until now, and nor did I know about malt barley. Keeping my fingers crossed for you and my Canadian neighbors that Kellogg's will do the right thing and manufacture this product in your countries. Voted up and useful.

    • CASE1WORKER profile image

      CASE1WORKER 6 years ago from UNITED KINGDOM

      HI.. I want them in the UK too!

    • infonolan profile image
      Author

      infonolan 6 years ago from Australia

      Wheat glucose syrup is a very widely used ingredient over here. I have never seen Haribo products over here, however I know for a fact that many treats that are made in Australia contain wheat glucose syrup. Cadbury uses it in a lot of their products for nut glazing and as a source for their caramel and crunchie additions as well. Here, thankfully, it has to be declared. We have a few lollies that are labelled 'gluten free' (e.g. Jellygnites, Irresistible Milk Bottles, and a couple of others which are hard to find) and it seems as though just about every company that uses glucose syrup from something other than wheat will proudly declare it as such. I believe wheat derivatives (anything ending in -ose) and wheat maltodextrins are exempt from labelling under the EU legislation.

      We keep on being told by our coeliac societies over here too that sugars derived from wheat are safe to consume, but I for one can say that I've certainly had a fair share of reactions to these and as such tend to stay clear from all wheat, rye, barley or oat ingredients.

      I believe the new 20ppm legislation will come into effect next year for all of you over there. I personally believe you deserve better. Our coeliac society continues to push for our laws to be changed ( http://hubpages.com/t/17d693 ) and personally I am totally against it!

      Have a great day, and take care.

    • moonbun profile image

      Luna Fae 6 years ago from UK

      Hey Kelly,

      I'm still reeling over the fact that Walkers had a 'suitable for coeliacs' label next to an ingredients list containing barley. Labelling has got to change because currently it's ridiculous, you have to be so clued up on everything just to stay safe with gluten free labelled products, nevermind everything else!

      What I don't get are the brands whose foods are gluten free, made in a gluten free environment and packaged safely, why they don't label them as such. Haribo are one such brand. It takes so long to research foods, emails, phone calls etc, one little bit of text would be enough. Never ever had a prpblem with Haribo an un-labelled gf product (I'm talking about the soft, jelly like sweets, no idea about the others), been glutened by Genius with a gf labelled product. It's a wonder any of us are still sane, I can't keep up!

      Keep up the good work!

    • infonolan profile image
      Author

      infonolan 6 years ago from Australia

      Hi moonbun and thanks for dropping by. Here in Australia, any food containing a 'malt' ingredient (or a derivative of such) and/or oats is excluded from 'gluten free' labelling. From what I've heard, unfortunately this isn't the case in the UK and many tell me all the time how they're so pleased to see that many supermarket brand corn flakes are supposedly 'suitable for coeliacs' when they (in fact) do contain malt. They tend to be rather 'stunned' when I remind them of 'barley malt' and how current gluten testing methods tend to severely underestimate the levels of gluten in this ingredient.

      I think that this debate (along with many others over minute quantities) in the past has (rather unfortunately) been the reason that mainstream cereal companies over our way have been so slow at at addressing this matter. Nonetheless, if they're keen and willing to provide gluten free eaters with a product that truly does not contain gluten, they're always welcome :)

      All the best! Kelly.

    • moonbun profile image

      Luna Fae 6 years ago from UK

      Hi Kelly,

      I think it's the same here in the UK. All the gluten free cereals I've had since becoming a coeliac have been specific gluten free brands, I've never seen a 'mainstream' brand offering any gluten free options. Good for Kellogg's for going down the gluten free route, shame about the malt however. I'm sick of the whole ppm issue. Hope you're well.

    • infonolan profile image
      Author

      infonolan 6 years ago from Australia

      Oh that'll be great for all of us! Thanks for letting us know :D

    • profile image

      Veronica Foale 6 years ago

      Kellogg's knows that gluten free cereal is needed for more Australian households and they are working on developing it for an Australian market.

      (I did bring up the gluten free thing when I was talking with them last week)

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