Post# 234 - War on Celiac: Kellogg and Gluten Free Cereal Round 2

Last year, I sent a letter to Kellogg regarding their lack of presence in the gluten-free arena.  The feedback was non-committal.  I sent this to Kellogg on 7/15/2011 after reading the press release below.
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Part of Press Release, May 11, 2001:

“Kellogg is pleased to announce plans for the launch of our first-ever gluten-free cereal – Rice Krispies® Gluten Free – which should start hitting store shelves by early June,” said Doug VanDeVelde, senior vice president of marketing and innovation at Kellogg. “We heard the strong desire from people within the gluten-free community, especially parents, for more affordable foods that they can serve their families, and we are helping to fill that need.”
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Dear Nikki,

A while back, we exchanged email regarding the possibility of gluten-free products from Kellogg.  The options were very few.  While shopping last Thursday, on my grocer's shelf, what did I see?  Gluten-Free Rice Krispies.  Nice work, guys!  It's about time.

There's still a ways to go--Corn Puffs are really close--lose the wheat starch and we're in business.  How about some high-fiber options?  People just get tired of pushing.  Your competition made Chex Gluten-Free.  Why not go after Crispex?  For Celiac sufferers, it's Crispy times zero.

From your press release back in May, it sounds like you received a lot of feedback.  Unfortunately, I didn't see the press release.  I had to find out the same way the others did.  Here's a question:  when a company has something that generates a lot of inquiries, and you solve the thing that they're asking about, why not keep all of those email addresses and send them a quick note.  "Dr. Jerry--just a quick note to tell you we have Gluten Free Rice Krispies coming, thanks to your awesome idea."  That took literally 15 seconds to type, and doggone it, I felt pretty important typing it.

It's just a thought.  You run your shop the way you think it should be run.  Now enough reading letters--get back to more gluten-free development!

Sincerely,

Dr. Jerry

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Post # 150 - War on Celiac: Kellogg is Too Lazy - 5/15/2010

Dear Kellogg,

Imagine being told by a doctor that your body can no longer handle most of your favorite foods. Pizza, beer, sandwiches, most crackers, pretzels, pastries, and most restaurants that don’t have the word Chinese in the title. All gone forever. This is the case for one out of 130 people. Large companies decide whether it makes fiscal sense to cater to their loyal consumers. Most don’t really change anything.

Several of my patients have celiac. This means that they can’t have ANY gluten. By all of my research on the internet, you offer exactly three gluten-free products—Eggo Syrup, Yogo’s, and Fruit Snacks. I get really annoyed when you send them tome, to ask them to consult their physician, regarding Rice Krispies (which contain Malt Flavoring) and Corn Pops (which contain wheat starch). Any physician worth his salt is going to say “NO”.

General Mills has five types of Gluten-Free Chex: Rice Chex, Corn Chex, Chocolate Chex, Cinnamon Chex, and Honey Nut Chex. They seem to get it.

I realize that this probably means separate, gluten-free facilities and supply chains, and that this probably seems like a lot of work.

Keep this in mind. My mom has Celiac. There were times in the early 1980’s when cereal prices jumped. People were struggling to find and keep jobs. Putting food on the table was difficult. When many switched to big bags of generic cereal, my mom stuck with Kellogg. Because she believed in supporting local (Michigan) businesses.

Now it’s your turn to return the favor.

Sincerely,

Dr. Jerry

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From: Kellogg Consumer Affairs
Subject: Consumer Affairs 020932220A
Date: Fri, 4 Jun 2010 21:31:52 -0500

Jerry,

Thank you for contacting us to request information about our products that do not contain gluten.

Thank you so much for sharing the story of your mother. I'm very pleased to hear that you have been long time Kellogg's® Consumers!

Having several family members myself with celiac disease and I can understand your concern for more gluten free products.

Kellogg is aware that many consumers need special dietary foods, especially those with celiac disease. While we do not currently offer any cereal or waffle products that are formulated to be gluten free, this is an area that we are exploring. I apologize for any inconvenience this has caused!

We do offer a couple of products free from gluten-containing ingredients besides the items that you mentioned. These include Kellogg's™ Special K™ Protein Water Mixes and Kellogg's™ Special K™ Protein Shakes.

Please be assured that your comments and desire for gluten free products will be passed along to our food developers and nutritionists.
Sincerely,

Nikki
Consumer Specialist
Consumer Affairs

TLXNLW01/cl
020932220AA
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To: Kellogg Consumer Affairs
Subject: RE: Consumer Affairs 020932220A
Date: Sun, 6 Jun 2010 20:16:39 -0400

 Dear Nikki,

Thanks for the response.  As someone with relatives that also have Celiac, you can probably understand my frustration.  Companies shouldn't be telling people that "Depending on gluten sensitivity, products X, Y, and Z might be suitable for persons on a gluten restricted diet".  Celiac isn't a gluten restricted diet.  It's a gluten-free diet.

Companies don't push products on diabetics that "only have a little sugar".  Celiac should be treated with the same sensitivity.  As more and more people are diagnosed with this disease, the demands for gluten-free products will also increase.  In an industry focused on market share, Kellogg is tied for last place.  And as one who tries to support Michigan companies, this pains me to see.

Sincerely,
Dr. Jerry

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Post # 146 - Kellogg Frosted Shards 1/4/2010

Dear Tony The Tiger,

I work in a firehouse. Our crew covers an 8 square mile neighborhood in our classic red Pierce pumper fire engine. Nothing fills us with the energy we need, like a morning bowl of Frosted Flakes. It’s part of THIS nutritious breakfast.

Frosted Flakes contain eleven essential vitamins and minerals, plus an entire day's allotment of sugar. Sometimes, when chief hasn't made it to the grocery store, and supplies are low, I get up a little early (before the others), slide down the pole, and sneak a bowl.

Yesterday morning, I was mid-bowl when the alarm rang. I hastily shoveled whatever I could into my mouth. I quickly chewed and swallowed. Mother of All Creatures Big and Small--that tore up my throat! It hurts to talk. What I discovered from this is: Kellogg Frosted Flakes, when eaten hastily, are like little sugary shards of broken glass. That's right--she's a fickle mistress--she'll get you when you're not paying attention.

My suggestion is, why not redesign the flake. Start with a more rounded edge. You could even have someone at the end of the assembly line with a dremel, working each flake.

My other idea: construct the flake sort of like safety glass--no sharp pieces. Have the flake made up of perforated rounded subsections.

What can we do? How do we fix this? How do you comfort the little children who complain about this same thing?

Thanks,

Jerry
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From: kellogg@casupport.com

Subject: Kellogg's® Consumer Affairs 020649843A
Date: Tue, 5 Jan 2010 21:32:21 -0600

Jerry,

It was nice of you to want to share your suggestion with us. While your idea is not new to us, we appreciate your interest and the time you took to submit this idea.

Our company devotes a great deal of time and effort to developing new and improved products, packaging concepts, promotions and merchandising ideas, such as recipe ideas and alternate serving suggestions, to make our products the best on the market. We hope that you will agree we are on the right track here.

Please visit http://www2.kelloggs.com/greatideas/ to share a new product or promotion idea, a recipe idea or a suggestion for improving the food or packaging performance of a current Kellogg products. Please share your Big Idea with us.

We appreciate your interest in our company.

Sincerely,

Aime

Consumer Affairs Department
TLXACX01/cl
020649843A
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My response on 1/5/2010

Dear Aime,

I find it hard to believe you thought of taking a dremel to a flake, or designing a flake of corn like a sheet of safety glass. But they say Edison stole the light bulb idea too.

Look—I don’t really want a check. I’m not looking for my name on the box. I just want a safer breakfast for me and the boys down at the station. If letting you take credit gets the wheels in motion, than “Great Idea!”

Keep up the good work!

Jerry
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Kellogg sent me a follow-up survey, asking if I was satisfied (no), if their response seemed scripted (yes), whether I was involved on social networking sites, and discussed products and services (hell yes).  There was only one window for commentary, which I used to voice my complaint:
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Post # 62- Kellogg Complete Bran Flakes and the Bound Up Boy - 6/30/1997

Another one from archive. This one was sent 6/30/1997 to Kellogg.

Dear Laxative Legion,

I love your Complete Bran Flakes. I eat them religiously, twice a day. My local grocer loves me. I saved his store from Chapter 11.

My story is one of a kid from a small, struggling town, with a dream—that of regularity. You see, for years I was bound up like a good mystery novel. Doctor visits for a “routine” cleaning were commonplace. Once, my high school gym teacher accidentally dropped my doctor’s note, only for Barry Ludwig to copy and distributes it to the lockers of every student. Nicknames like “Barium Brains”, “Mount Vesuvious”, and “No Flush” resulted.

Then, my Grandfather introduced me to Complete Bran Flakes. “Try these, Son.” He said “You won’t have to push so hard”. So I went down to Mad Jack’s Grocery Store and bought up every box. The next morning, I freed myself of two weeks worth of pressure. The local newspapers caught wind (no pun) of my recovery and put a picture of me with Mad Jack on the front page. The title read “Bounded Up Boy Battles Build-Up with Bran”. Jack offered me half ownership of his store (he was worth $1000 at the time). He was broke and needed my help.

The next morning, new customers suffering from the same affliction flocked Mad Jack’s store because he saved the “boy with the bowel bulge”. Porta-jons were delivered and placed on the side of the stores as hundreds participated in Mad Jack’s Medicine Show. These tourist dollars, combined with the revenue from our hats and T-shirts, helped Mad Jack get back on his feet. Before long, he had built a hotel/casino with an upscale restaurant! Outside investors watched as Jack’s businesses flourished, and the town as well--all because of a boy with a big problem. What can I say—I owe it all to Kellogg.

As a thank you, I decided that your product needs a catchy advertisement campaign. Something like “Kellogg’s Bran Flakes: You’ll Never have Time to Read that Newspaper”, or “With Friends Like Kellogg, Who Needs An Enema”, or my Grandfather’s kind advice: “Kellogg’s Bran Flakes: You Won’t Have to Push So Hard”. Feel free to use these, free of charge. I know, I’m not a Kellogg employee, but it’s the least I can do.

Also, feel free to dig into those deep Kellogg pockets and fire me off some coupons! We are like Bran Flakes and Milk. Without one, the other could never live in fulfillment. Take those words to heart.

Gotta Go—It’s Time for My “10:01”,

Larry
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Reply from Consumer Specialist Dianne at Kellogg, 7/29/2009
Dear Mr. Barnowski,

It was thoughtful of you to take time to let us know how much you enjoy Kellogg’s Complete Bran Flakes. We’re always pleased to hear positive comments from our consumers, and are happy that this cereal has provided you with the fiber you need in your diet. Your letter was entertaining indeed!

We’re glad to have you as pat of our consumer family. All of the people at Kellogg devote a great deal of effort to developing wholesome, appealing products, and it is good to know that you think we have been successful.

Again, thank you for sharing your story, and we hope you will be able to put the enclosed coupons to good use.

Sincerely,

Dianne

Consumer Specialist

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