Own-label rivals still wheat-free after Kellogg’s Rice Krispies reformulation

Published on The Grocer

Shoppers unable to consume Rice Krispies and Coco Pops following recipe changes to both cereals can still turn to own-label alternatives sold in major grocers, analysis by The Grocer shows.

Kellogg’s removed whole grains of rice from both cereals in the UK in September, replacing it with rice flour in Rice Krispies and a blend of rice flour and corn flour in Coco Pops. The cereals are no longer suitable for shoppers with wheat allergies after wheat gluten was added to the recipes as part of the reformulation.

However, own label crispy rice cereals sold by major supermarkets are still made with whole grains of rice and, in most cases, do not contain wheat, Assosia data shows.

Tesco’s Rice Snaps and Coco Snaps cereals and Morrisons’ Rice Crackles and Choco Crackles cereals are made without wheat.

Asda’s Rice Snaps and Coco Snaps also contain no wheat, although the packs do carry a “may contain wheat” warning.

Meanwhile, Sainsbury’s Rice Pops do not contain wheat, but the retailer’s website advises the cereal is not suitable for customers with a wheat allergy due to its manufacturing methods.

Morrisons and Asda confirmed they had no plans to reformulate their own-label cereals, while Tesco and Sainsbury’s did not respond to requests for comment.

Published on The Grocer, 5th November

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https://www.thegrocer.co.uk/news/own-label-rivals-still-wheat-free-after-kelloggs-rice-krispies-reformulation/725609.article