Nov 19, 2014 • By

Gluten-free eating goes mainstream in Europe

Cereal Partners Worldwide, General Mills’ joint venture with Nestle, has introduced new Nestle Gluten Free Corn Flakes in the UK.

Available in Original and Honey varieties, the launch marks the first time a gluten-free breakfast cereal will sit alongside other well-known brands in the mainstream cereal aisle in the UK.

Gluten Free Corn Flakes also will be available in Austria, Spain, and Italy, are made with validated sources of gluten-free corn and are made on a dedicated gluten-free production line.


“Gluten Free Corn Flakes is all about giving everyone more choice when it comes to breakfast,” said Dave Homer, chief executive officer of Cereal Partners Worldwide. “We are meeting the changing needs of consumers by providing a gluten-free breakfast alternative for busy, health-conscious families.”

For the launch of Gluten Free Corn Flakes, the campaign is focused on addressing questions from “gluten-curious” consumers.

The gluten-free cereals market is growing significantly, the British market is growing up to 37 percent year over year for the last five years. In the U.S. the gluten-free food and beverage segment also has grown steadily in the past few years, and recently hit the $10 billion annual sales mark.

General Mills has been at the forefront of the gluten-free trend since introducing gluten-free Rice Chex in 2008 – the first mainstream gluten-free cereal in the U.S.



And our Chex business has grown by nearly 50 percent in the four years since we reformulated most of the line and began telling consumers that it was gluten free. Today, the brand offers seven gluten-free varieties in the U.S.

To meet growing consumer interest in gluten-free eating, General Mills offers more than 600 gluten-free products.

And we’re adding more.

This summer we introduced Chex Gluten Free Oatmeal, Larabar Renola, Betty Crocker Gluten Free pizza crust, Food Should Taste Good Brown Rice Crackers, and Immaculate Baking gluten free cookie mixes – just to name a few.

For more details on these products, check out our recent General Mills New Product Look Book.

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