Cheerios Introduces New Peanut Butter Flavor Cereal

Cheerios has introduced a new peanut butter flavor and it isn’t sitting well with food allergy families.  In fact, for the last few days the food allergy community has been burning up facebook pages and blogs in reaction to Cheerios’ latest news.

I was doing some research on Cheerios web page and found the following statement on their facebook page.

“Attention fans: Food allergies are a serious issue, and that’s why we employ the most stringent allergen control practices in the industry. We can say with complete confidence that Multi Grain Cheerios Peanut Butter will not cross-contaminate other Cheerios varieties. Providing safe food products to all our consumers, including those affected by food allergies, remains our highest priority. We have maintained stringent and effective allergen protocols for decades across all our products, including our cereals that contain nuts.”

While this qualifying statement is putting some individuals at ease, it seems to be increasing unease for others that are concerned that cross-contamination cannot be safely avoided.

Although Cheerios is vowing to keep “stringent and effective allergen protocols” in place to avoid cross-contamination, my fear is that a two-year-old who is used to eating plain Cheerios won’t notice that his playmate’s Cheerios are peanut butter flavored.  That’s a lot of responsibility for a child who can’t read or advocate for himself…and it’s a lot of responsibility for caregivers at child care and school who feed children parent-packed snacks that may not be labeled with the specific flavor of Cheerios their child is eating.

Now think of the age of the children who usually eat Cheerios.  They eat with their h

ands that they then drool on and touch things with…and the allergen has now been transferred to whatever the child touched.

I have to say, my heart is more than a little heavy that Cheerios would consider introducing a peanut butter flavored cereal at a time when it is estimated that out of every thirteen U.S. children have at least one food allergy.

What are your thoughts?  How will the new peanut butter flavored Cheerios affect your family’s policy on eating Cheerios?

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5 thoughts on “Cheerios Introduces New Peanut Butter Flavor Cereal

  1. Cheerios seems concerned and caring about the allergy consumer until it puts out a product with peanut butter that has very similar packaging to the regular product. I’ve heard people are just grabbing it off the shelf. They should be ashamed of themselves if they really cared.

  2. I just visited your blog today for the first time. I found your blog by reading Allergy Free Mouse as we are planning a trip to Disney next month. My daughter has food allergies to peanuts, tree nuts, eggs and sesame. Thank you so much for posting this information about Cheerios. We have always known how important it is to always check and re-check labels not only for ingredient information but for manufacturing information as well. I agree with you that I cannot believe that Cheerios would make this product knowing how prevelant peanut allergies are and how quickly the number of peanut allergies is rising!

  3. Pingback: …blah blah blah Food Allergy blah blah blah blah. | World (and Lunar) Domination

  4. Honey-Nut Cheerios have been around for years,so why the hullaballoo about the PB Cheerios? Answer me that. Just wondering???

  5. You’re right. Honey-nut Cheerios have been around for years…long before peanut and nut allergies spiked in the United States and around the world (in recent years, the incidence of peanut allergies have almost tripled). Considering the dramatic spike and the allergy culture of today’s society, it is disappointing to see Cheerios introduce the peanut butter flavor. It was done without careful thought or consideration. Yes, those with food allergies can choose to no longer purchase Cheerios. But what about young children who know they can eat regular Cheerios safely, and so grab a similar looking Cheerio (that happens to be peanut butter) off of the floor or a friend’s snack bowl? They aren’t old enough to know the difference and even the most vigilant parents aren’t able to be with their child 24/7. They unknowingly risk an allergic reaction, anaphylaxis, or worse. It is a BIG deal for these kiddos and their parents…and that makes it a BIG deal for the food allergy community.

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