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I e-mailed Whole Foods because I was extremely disappointed that Whole Foods decided to change this delicious GF cereal to a cereal that contains gluten.  I thought Whole Foods had the celiac in their heart because of the gluten free bakehouse and line of GF products nationwide.  I would think Whole Foods corporation more than any would understand the difficulties and lack of many choices all celiacs face.  This is a definite step backward for Whole Foods.  The Honey Frosted Flakes were reasonable priced and most GF ones are very high priced.  I hope they will reverse this step.   
 
Whole Foods response is below.  Please contact them and express your disappointment in this decision and encourage them to offer MORE GF choices not less.
 
 



Thank you for your comment regarding the new 365 Everyday Value Frosted Flakes. This new product is not gluten free; it contains naturally occurring gluten in one of its main ingredients, malt syrup. Malt syrup is a natural sweetener that is used to increase the cereal’s flavor profile.  Due to circumstances beyond our control, the 365 Everyday Value Honey Frosted Flakes, which were gluten free, have been discontinued. At Whole Foods Market we understand that many of our customers suffer from food allergies and rely on us to be able to enjoy many pantry staples that are not conventionally found in gluten or other allergen-free options. Our Private Label Buying Team is in the process of developing numerous gluten-free cereals, including a product that is similar to the 365 Everyday Value Frosted Flakes, that meet the high quality standards and flavor profiles that customers have come to expect out of any product that bear Whole Foods Market 365 and 365 Organic Everyday Value label. We appreciate your patience as we work through this development process and would like to thank you for your continued support of Whole Foods Market. 
 
As you probably know, we do continue to offer numerous gluten free products and a convenient way to not only locate them, but also make shopping at our stores a more enjoyable experience at: http://www.wholefoodsmarket.com/specialdiets/index.html
We offer this service because we want to continually provide added benefits for our customers, especially those who suffer from food allergies, for being Whole Foods Market supporters. I hope this alleviates some of your frustration and disappointment. I would be happy to discuss this further if you would like to, please feel free to contact me at the numbers listed below. Thank you.
 
 
Roberta Gentile | Customer Service and QA Specialist, Private Label 
Whole Foods Market| 550 Bowie St | Austin TX  78703 
512.542.0771 |  512.482.7771
Whole Foods Market Private Label

Visit the Celiac Web Page at Http://www.enabling.org/ia/celiac/index.html
Archives are at: Http://Listserv.icors.org/SCRIPTS/WA-ICORS.EXE?LIST=CELIAC