Kellogg’s is to make its debut in the free-from aisle with a gluten-free puffed corn cereal.

Gluten Free Organic Puffed Corn Cereal, rolling into the major multiples in January, is described as a “crispy whole puffed corn cereal with a touch of sweetness” (rsp: £2.79/300g).

The NPD marks Kellogg’s first foray into free from and follows rival Cereal Partners’ launch into the sector in September with Gluten Free Corn Flakes.

Kellogg’s said the launch was a response to shoppers “crying out” for a gluten-free cereal from the brand.

The newcomer will benefit from a £7m ­marketing investment earmarked for Kellogg’s next year.