Gluten-free goes mainstream with breakthrough cereal launch by Nestlé

London, 05 November, 2014 - For the first time ever in the UK, a gluten-free breakfast cereal will sit alongside other well-known brands in the mainstream cereal aisle, marking a breakthrough in the availability of gluten-free cereal products.

New Gluten Free Corn Flakes from Nestlé will occupy a prime position next to traditional cereals; including Nestlé’s other popular choices CHEERIOS and SHREDDIES.

The gluten-free cereals market is growing significantly with a 2014 IRI report estimating the British market to be worth £17.5 million annually and growing up to 37% YOY for the last 5 years,¹ indicating a strong demand for innovative new products in the gluten-free arena.

Dr Jolene McMonagle, a CPW nutritionist who has been at the heart of the development of Nestlé’s new Gluten Free Corn Flakes, said: “We’ve known for a long time that gluten-free products are increasing in popularity, but we also recognise that some of the gluten-free breakfast cereal products do not offer the same taste and flavour as their mainstream cereal counterparts.”

“We developed Nestlé Gluten Free Corn Flakes to provide families with a gluten-free option that is full of flavour, but without the gluten. Additionally, our Gluten Free Corn Flakes are fortified with vitamins and minerals to ensure that essential nutrients are in every bowl.”

David Homer, Chief Executive Officer of Cereal Partners Worldwide, the joint venture between Nestlé and General Mills, said: “Gluten Free Corn Flakes is all about giving everyone more choice when it comes to breakfast. We are meeting the changing needs of consumers by providing a gluten-free breakfast alternative for busy, health-conscious families.”

“We are extremely pleased that Nestlé Gluten Free Corn Flakes will be available in the mainstream cereal aisle at a competitive price, which, for the first time, makes a gluten-free breakfast cereal accessible to everyone.”

To accompany the mainstream placement the cereals will come with a mainstream price in-line with other cornflake offerings as opposed to the higher price usually associated with gluten free products. Nestlé Gluten Free Corn Flakes will be widely available in major supermarkets and come in two tasty varieties: Traditional and Honey, which will have R.R.Ps of £1.99 and £2.19 respectively.

New Gluten Free Corn Flakes are fortified with B-vitamins and iron. Each 30g serving* contains 31% of the recommended daily allowance (RDA) of Vitamin D, 51% RDA of Riboflavin, and 30% RDA of iron.

About Cereal Partners Worldwide

Nestlé breakfast cereals are manufactured by Cereal Partners Worldwide (CPW S.A.). Cereal Partners Worldwide (CPW S.A.) was founded in 1990 as a joint venture between General Mills Inc. and Nestlé S.A. to produce and sell ready-to-eat breakfast cereals worldwide outside the United States and Canada. It leverages the strengths of its two partners. Headquartered in Lausanne, Switzerland, Cereal Partners Worldwide has 16 factories and employs over 4000 people all over the world. CPUK has a strong portfolio of brands - including the CHEERIOS® franchise, SHREDDIES®, SHREDDED WHEAT®, COOKIE CRISP® and CURIOUSLY CINNAMON®. The company has a track record of strong volume growth, as well as sales and market share development.

www.nestleglutenfreecornflakes.com

For press enquiries please contact: Chris Kirkup, McCann HumanCare: [email protected].

¹ IRI 52 week data, September 2014.
* With 125ml semi-skimmed milk