2011
What does “gluten-free” mean to you? How do you decide whether a product is “gluten-free” enough? What would convince you to trust a product to the point you would feed it to your child with celiac disease or risk your own health to try it?
These are questions many gluten-free consumers face daily. This diet is not a trend or a celebrity fad for us — it is a medical necessity. Our health and long-term wellbeing depend on strict avoidance of gluten, so we must make careful choices about which foods and brands we trust.
At present, there is no federal, scientifically defined limit for gluten in foods that is enforced across the industry. The FDA has not yet implemented the mandate in the Food Allergen Labeling and Consumer Protection Act (FALCPA) of 2004 to set a clear standard. In the absence of a federal definition, consumers must rely on manufacturers’ claims about whether a product is safe. Those claims vary widely, and it can be difficult for someone shopping the store shelves to determine which products are truly safe for people with celiac disease.
The most reliable way to know how a product was tested and what the tested gluten level is, is to look for independent third-party certification — for example from organizations such as the Gluten Free Certification Organization (GFCO) or the Celiac Sprue Association (CSA).
The GFCO, a program of the Gluten Intolerance Group of North America, is one of the most recognized independent certifiers. Its program is designed to standardize testing, evaluate processes, educate manufacturers, and monitor products. Companies that pursue GFCO certification receive training on cross-contamination prevention, and their products are regularly tested to meet a limit of 10 parts per million (ppm) of gluten. That threshold is below many scientifically accepted limits and provides consistent assurance to consumers.
Brands that meet GFCO standards may display a recognizable symbol on packaging. Certification is maintained through ongoing monitoring: production facilities are inspected, products are spot-checked, and independent lab testing continues to verify that certified items remain below the allowable gluten level.
Achieving and maintaining certification requires commitment, time and expense, but an independently earned seal of approval remains the standard trusted by many in the gluten-free community.
The certification symbol is a clear cue for consumers: when present, it indicates a product has met established independent criteria and offers an added level of safety.
As demand for gluten-free products has grown, many food companies have entered the market. Some established manufacturers have reformulated products or introduced new lines specifically for gluten-free consumers. Understandably, those shoppers may be skeptical about cross-contact controls in facilities that also process gluten-containing products. To build trust, some companies seek independent certification so consumers can be confident the products are consistently safe.
However, not all companies pursue independent certification. Some rely on their own internal testing and process controls and describe products as gluten-free without third-party verification. Others may imply certification without having obtained it, a situation that has caused concern in the community.
One recent example involved Post Foods, LLC and its Fruity and Cocoa Pebbles cereals. In a press release announcing a reformulation and reduced sugar content, Post stated that these rice-based cereals would be “certified as Gluten Free.” Many families welcomed what they believed to be independently certified options for their tables.
POST FOODS, LLC WORKING TO PROVIDE EVEN BETTER BREAKFASTS FOR KIDS
Cereal Corporation Announces Nutritional Changes to Pebbles Brand
PARSIPPANY, NJ (December 22, 2010) /PRNewswire/ — Post Foods, LLC, the makers of Fruity and Cocoa Pebbles, announced plans today to improve its most popular kids’ cereals in its ongoing effort to address the rise in nutritional concerns among American consumers.
Beginning in January, Post Fruity and Cocoa Pebbles cereals will have a lower sugar content of 9 grams per serving. In addition to lowered sugar levels, all Pebbles varieties are also Cholesterol Free, an Excellent Source of Vitamin D, Low Fat and provide 10 Essential Vitamins and Minerals.
Fruity and Cocoa Pebbles, rice-based cereals, will also be certified as Gluten Free, a relatively unique distinction in the cereal category. In response to increased concerns over celiac disease and products containing wheat gluten, the brand went through a rigorous process to achieve Gluten Free status on both Fruity and Cocoa Pebbles products.
“Post Foods is dedicated to providing both nutritious and delicious cereals for people of all ages, and we’re pleased to announce improvements to the Pebbles brand that will assist in our ongoing efforts to improve kids’ nutrition,” said Bart Adlam, President of Post Foods. “By lowering our sugar content and providing Gluten Free certification, we hope moms feel confident serving a cereal that combines the fun and heritage of Bedrock with great taste that kids love. “
Additionally, Post Foods is working as part of the Children’s Food & Beverage Advertising Initiative (CFBAI), a program launched by the Council of Better Business Bureaus to help tackle the issue of childhood obesity by changing the mix of advertising messages directed to children under 12 to include healthier choices. A report released Dec. 15th by the CFBAI shows Post Foods is demonstrating compliance with our pledge to advertise healthier foods to kids under 12.
“This is a wonderful holiday present for consumers – iconic cereals with the same great taste but lower sugar content,” said Elaine Kolish, Vice President and Director of the CFBAI. “We commend Post Foods for its commitment to making and advertising healthier choices for kids. This is one more great example of how the commitment to self regulation and responding to consumer needs is making a difference in children’s advertising.”
Media Contact:
Jennifer Mennes
Director of Media and Public Relations, Post Foods, LLC
973.658.2380
After the announcement, members of the celiac community contacted Post to thank the company, but also to confirm who had provided independent certification. In several exchanges, Post clarified that their process included supplier verification, outside laboratory testing of ingredients and finished products, production-line testing and internal controls to prevent cross-contact — but that they did not have a third-party certifier’s logo on the boxes.
Company representatives described this approach as “self-certification” or a company-led validation process. That distinction matters to many consumers. For those living with celiac disease, “certified” commonly implies independent verification by an organization with established testing protocols and oversight.
Members of the community asked Post to either stop using the term “certified” without independent verification or to pursue an independent certification pathway. Consumers explained that independent certification provides transparency about standards and ongoing monitoring, whereas a manufacturer’s internal claims offer no external guarantee that standards will be maintained over time.
Independent certification also makes business sense: brands that make it easier for gluten-free shoppers to buy with confidence tend to earn loyalty and repeat purchases. For a major cereal manufacturer, obtaining third-party certification is a practical and affordable step to strengthen consumer trust.
If you feel strongly about this issue, consider contacting Post Foods to share your concerns or to encourage them to seek independent certification through a recognized agency. You can also urge the FDA and Congress to finalize a clear federal standard for “gluten-free” so all consumers have a reliable, enforceable definition to depend on.
Bart Adlam, President of Post Foods, LLC
via Scott Monette, ph: 314-877-7113
800 Market Street
St. Louis, MO 63101
Jennifer Brain-Mennes, Director of Media & Public Relations
Ph: 973-658-2380
Customer Service
Ph: 314-877-7000 / fax: 314-982-2134
To urge action from regulators on a federal definition for “gluten-free,” consider reaching out to advocacy organizations that represent celiac consumers and encourage the FDA to finalize standards.