Such a bummer. This morning I confirmed with Kellogg’s the news that their Gluten Free Rice Krispies is being discontinued.
The customer service agent I spoke with confirmed the fate of the cereal which was introduced in 2011. He explained the Gluten Free Rice Krispies was being discontinued because of “manufacturing constraints”. I asked what that meant…but he didn’t have the information to elaborate.
He did suggest that their gluten free Special K cereal with brown sugar was quite good. I told him that I agreed with that statement, but I can’t make Gluten Free Rice Krispie bars with it. He agreed.
I will say, I use the cereal all the time for Rice Krispie bars and EVERYONE loves them. In fact I think they actually have a little more depth of flavor. So maybe the gluten free Rice Krispie bar market alone isn’t enough to sustain the cereal.
After my phone call, I did email the company as well about it. I asked what “manufacturing constraints” meant — Were they no longer able to sustain a gluten free environment to make the cereal? Was it an ingredient issue? Is it a cost issue– not worth the cost for the amount of people who buy it. I also asked how they can’t make this cereal successful when General Mills is rolling out successful gluten-free cereals. <– I doubt that question will get answered, by the way.
But it is a REAL question. How can General Mills be rolling out a reformulated Cheerios line that is now gluten free and have success when Rice Krispies can’t keep it’s GF cereal line afloat? Maybe it is because Kellogg’s created a wholly separate cereal versus the two big gluten free cereals General Mills created, were reformulated so EVERYONE still buys them instead of just the niche market. If regular Rice Krispies could just remove the malt flavor from their product, that would certainly help!
I don’t think the marketing was there to support the Gluten Free Rice Krispies either. From my layman’s perspective, I haven’t seen any real ads or marketing for the product in some time.
I wonder if Kellogg’s will try to replace this cereal with another version?? That remains to be seen. If I hear back from Kellogg’s I will certainly let you know. But for now, you should probably snap up the boxes that remain on store shelves.