Nut-free cereal looks for a good reaction

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Related tags: Wheat

Nut allergy sufferers are finally being given the opportunity to have muesli for their breakfast thanks to specialist company It's Nut Free.Founded...

Nut allergy sufferers are finally being given the opportunity to have muesli for their breakfast thanks to specialist company It's Nut Free.

Founded in 2002 by Angela Russell, in response to her daughter's nut allergy, the company has launched Chewy Oat & Raisin cereal in direct response to nut allergy sufferers' demands for a greater variety of cereals that are safe to eat. Breakfast cereals are one of the most common sources of 'hidden' nuts via muesli products and a large number of cereals are produced on lines that handle nuts, says Russell.

"Our experience told us breakfast was a difficult time for the families of those with a nut allergy: muesli-style cereals are never an option and you have to read a lot of small print to find any breakfast cereal that is safe," says Russell. "We decided breakfast was our next opportunity to help the large number of households that are affected by nut allergies."

The cereal is available in 500g tubs with an rsp of £2.09.

Related topics: NPD

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