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Kellogg's Australia - Gluten Free Rice Bubbles Please?
Order Gluten Free Rice Krispies from Overseas!
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