Video: Say Goodbye to Gluten

Thursday, October 29, 2009 General News
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MINNEAPOLIS, Oct. 28 Goodbye gluten, hello crunch! Consumers from across the country are rejoicing--Chex® cereal now offers five delicious gluten-free varieties with the same great crunch for which the cereal is known. In addition to gluten-free Rice Chex, which was introduced in 2008, Corn Chex, Honey Nut Chex, Chocolate Chex, and Cinnamon Chex have recently been reformulated to be gluten free and are now widely available across the country.

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"The positive reaction from consumers following the introduction of Rice Chex was overwhelming, and we're excited to extend the news during the month of October, Celiac Disease Awareness Month," said Joe Driscoll, marketing manager, Chex cereals. "People looking for a tasty, gluten-free cereal can now find multiple options in the main cereal aisle at a price point that's easy to digest."

The five gluten-free Chex cereals offer new flavor options to those consumers who suffer from celiac disease, are gluten intolerant, or choose to limit or remove gluten from their diet because of a lifestyle choice. Without sacrificing quality or taste, the company has taken the requisite steps to ensure against cross-contact with gluten-containing ingredients and products.

Breakfast and Beyond

Not only do the new gluten-free Chex cereals offer an array of flavorful breakfast options, the cereal's versatility also lends itself to a wide variety of gluten-free recipes ranging from snacks to desserts. A few favorites (as rated by consumers on the Chex Web site) include the popular Chex Muddy Buddies® and Honey-Peanut Butter Bars, made with tasty Honey Nut Chex. Check out for additional recipes for any occasion. When making any of the recipes, be sure to double-check that all of your ingredients are gluten-free.

The five gluten-free Chex cereals are now available for an approximate retail price of $3.29. To verify that the cereal is the gluten-free formula, consumers are strongly encouraged to look for "Gluten Free" on Chex cereal packaging. The words "Gluten Free" will appear near the ingredient declaration on the package side panel and will also appear on the front panel. It's also important to note that Wheat Chex and Multi-Bran Chex are not gluten-free cereals.

About General Mills

One of the world's leading food companies, General Mills operates in over 100 countries and markets more than 100 consumer brands, including Cheerios, Haagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Progresso, Cascadian Farm, Muir Glen and more. Headquartered in Minneapolis, Minnesota, U.S.A., General Mills had fiscal 2009 global net sales of US $15.9 billion, including the company's $1.2 billion proportionate share of joint venture net sales. Visit

SOURCE General Mills

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