News Releases

MISSISSAUGA, ON (March 5, 2012) – Kellogg Canada today announced the introduction of Kellogg’s® Rice Krispies® Brown Rice gluten-free cereal which is now available at grocery stores across Canada alongside the original variety.

Rice Krispies® Brown Rice gluten-free cereal brings a family favourite back to the tables of people who are unable to eat gluten, offering long-time fans and a new generation of gluten-sensitive kids the joy of eating a bowl of this beloved cereal “that talks,” or whipping up a batch of delicious, gluten-free Rice Krispies®® marshmallow squares.

“With an increasing number of Canadians being diagnosed with Celiac Disease, experiencing sensitivity to gluten or choosing to follow a gluten-free diet, consumers are looking for more great tasting gluten-free food choices and we are filling that need,” said Johanne Trudeau, Director, Nutrition, Kellogg Canada.

The new cereal eliminates barley malt (the source of gluten in the original Rice Krispies® cereal) and is made with whole-grain brown rice. Each serving of the new gluten-free cereal contains 120 calories, less than 1 gram of sugar, 1 gram each of fat and fibre, a source of 10 essential nutrients, and contains no artificial flavours or colours.

Kellogg’s® Rice Krispies® Brown Rice gluten-free cereal is produced in a separate facility that has been making gluten-free products for nearly a decade. Each batch of product is tested to ensure its gluten-free status.

About Kellogg Canada
Driven to enrich and delight the world through foods and brands that matter, Kellogg Canada is the leading producer of ready-to-eat cereal in Canada. Every day, our well-loved brands nourish families so they can flourish and thrive. These include Special K*, Vector*, All-Bran*, Kellogg's Corn Flakes*, Kellogg's* Two Scoops* Raisin Bran, Eggo*, Nutri-Grain*, Rice Krispies*, Pop-
Tarts*, Kellogg's Frosted Flakes*, Froot Loops* and Kashi*. To learn more about Kellogg Canada, including our corporate responsibility initiatives and rich heritage, please visit www.kelloggs.ca. For information on our commitment to nutrition, visit www.kelloggsnutrition.ca.

* © 2012, Trademark of Kellogg Company used under licence by Kellogg Canada Inc.