Chex® Expands Family of Gluten-Free Cereals with New Vanilla Chex

MINNEAPOLIS, July 18, 2013 /PRNewswire/ -- Looking for a delicious new gluten-free breakfast option?  Chex® has it covered. Chex cereals, which have been enjoyed by families for years, announced today the launch of a seventh gluten-free flavor, new Vanilla Chex, with natural vanilla flavors.  To celebrate its newest addition, the General Mills cereal brand is offering a chance to win a one-year supply of Vanilla Chex via a special online contest at ModernMom.com.

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According to a survey* conducted on behalf of Chex, nearly a quarter (24 percent) of Americans are looking for a gluten-free option when buying cereal for themselves or their families.  Now, with seven delicious, gluten-free Chex cereals to choose from – including Rice Chex®, Corn Chex®, Honey Nut Chex®, Chocolate Chex®, Cinnamon Chex®, Apple Cinnamon Chex® and new Vanilla Chex® – it's easy to find something the whole family can enjoy.  Flavored with natural ingredients, new Vanilla Chex delivers a delicious start to the day and is sure to be a hit at the breakfast table.  With ten grams of whole grain per serving (48 grams recommended daily), and no artificial colors or flavors, Vanilla Chex provides key nutrients, vitamins and minerals to start the day on a high note. 

"Chex provides families, including those living a gluten-free lifestyle, with wholesome and flavorful breakfast options they'll love," says Amber Holm, marketing manager for Chex.  "We're thrilled to be adding Vanilla Chex as the seventh gluten-free cereal in the Chex family."

Now through August 16, 2013, consumers can enter the Vanilla Chex Sweepstakes on ModernMom.com by sharing why they love Chex cereal.  One Grand Prize Winner will be awarded a year's supply of Vanilla Chex and 150 first prize winners will receive a coupon for a free box of Vanilla Chex.  To learn more and for official contest rules, visit ModernMom.com.

Chex gluten-free cereals are available on cereal shelves nationwide for an average retail price of $3.39 per box.  New Vanilla Chex is now available on store shelves.  To learn more about gluten-free Chex cereals, visit Chex.com/GlutenFree.

About Chex
Chex cereals, made by General Mills, have been a family favorite for decades.  Today, General Mills makes a total of eight delicious Chex cereals, including seven gluten-free flavors – Rice Chex®, Corn Chex®, Honey Nut Chex®, Chocolate Chex®, Cinnamon Chex®, Apple Cinnamon Chex®, and Vanilla Chex® – as well as Wheat Chex® which is not gluten-free.  To learn more about Chex, visit www.Chex.com.

About General Mills
General Mills is one of the world's leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki, and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2013 worldwide sales of US $17.8 billion.

*Survey Methodology
The referenced survey was conducted via the CARAVAN® omnibus survey by Opinion Research Corporation May 10, 2012, and presents findings from a sample of 1,000 men and women, 18 years of age and older.  Interviews were weighted by age, geographic region and race to ensure reliable and accurate representation of the total population.

SOURCE Chex