Kellogg’s Rice Krispies Gluten Free sent me some samples to try and I have to say so far it’s a big fail. Three main reasons: they have not had this product certified by any of the known gluten-free companies, there is no gluten-free nor allergen information on the box and there is no gluten-free nor allergen information on the website.
This is what the website has currently: http://www.kelloggsnutrition.com/util/faq.aspx, which is clearly not updated as they are now offering gluten-free. Then there’s a subsite for the new GF – which is here and has no information about gluten-free. Nada. The box says nothing but ingredients. No FALCPA, no voluntary "may contain" statement.
I asked the Kellogg’s representative who sent me the product specifically for that information and this is what they told me via an email:
Kellogg’s Rice Krispies Gluten Free cereal is made with whole grain brown rice and contains less than 1 gram of sugar per serving, and it is also fortified with vitamins and minerals, including vitamins A, C, D and E, B vitamins, and iron. As for testing the cereal for gluten, to ensure the gluten-free status, the product is made in a separate production facility that has been making gluten-free items for nearly a decade. Every batch of product is tested for gluten, as is the production line.
That's not an answer that would allow anyone with a severe wheat allergy nor celiac disease the knowledge to try this product with any kind of confidence. Kellogg’s sent me an early peek at a new product so maybe their website isn't ready, I thought. But no, not for a major brand like Kellogg’s- there is no excuse not to have their allergen information ready on their site or to have contrary information on their major home site *and* for a representative to tell me about vitamins when I asked about allergens.
So, fail, Kellogg’s, major fail as a first step if you want to serve the food allergy and celiac disease communities.
What we need: quality food allergen and gluten-free practices in place in your facility, transparency of those practices and clear, quality information readily available on your website about those allergens, ingredients and practices.
Need help? Call me.