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Kellogg's Gluten Free Rice Krispies Launched in Canada! Australia Next?
Kellogg's Rice Krispies
Kellogg's Launches Gluten Free 'Brown Rice' Rice Krispies in Canada
We all know how important breakfast is, right? Of course it is - has been, and continues to be -the most important meal for the day. Unfortunately this meal has in this day completely revolved around foods containing derivatives of wheat, rye, barley and oats. And even if I do go out to breakfast, it now seems as though all of the offerings are now bread-based as well!
Many of us know that these gluten-containing grains may be healthy, yet those with coeliac disease and gluten sensitivity must avoid them like the plague...
Last year (i.e. 2011), Kellogg's in the U.S. released a gluten free Rice Krispies cereal made with brown rice. The original version contains barley malt extract, which (despite what some coeliac associations say) is not a good idea for anyone with coeliac disease or any form of gluten sensitivity. The equivalent to the Original "Rice Krispies" cereal in Australia is "Rice Bubbles". These, too, contain barley malt.
I suppose that as a result of great success in the USA, Kellogg's has decided to take on the Gluten-Free bandwagon in Canada. But they'd better WATCH OUT!!! The laws in Canada, unlike the USA (which is so far behind that they *still* don't have a gluten free definition due to the slack FDA) specifically state that for a product to be labelled gluten free, it must not contain any wheat, rye, barley, oats, spelt, kamut or any part thereof! The food must also contain less than 20ppm gluten. In Australia, products must contain "no detectable gluten" (i.e. currently less than ~2ppm gluten).
Clearly, it seems that Australians have (once again) been too tolerant of the 'status quo' and we are still waiting over here for a mainstream cereal that is safe.
We need to get to it. Be sure 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 soon!