Cereal Partners UK has added two more gluten-free rice cereals to Nestlé’s newly rebranded GoFree lineup.
Gluten Free Rice Pops and Gluten Free Coco Rice (rsp: £2.49/550g) join Corn Flakes and Honey Flakes. Both new cereals - in Tesco, Sainsbury’s and Ocado - are fortified with B vitamins, folic acid and iron. Previously named Gluten Free, the GoFree branding was unveiled in May.
Consumers increasingly wanted gluten-free options but had so far lacked a strong selection of breakfast choices, said Sarah Johnson, marketing controller of CPUK. “Our ambition wasn’t to create a completely new gluten-free cereal variant. We know people love cereals, so we wanted to give people the cereals they know and love but without compromising taste and without breaking the bank,” she added.
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