Kellogg’s introduced gluten-free Rice Krispies in 2011, but recently said it is discontinuing sales of the mass-market cereal.

Prices of the rapidly disappearing cereal are $10 or more a box on Amazon.

The company said in a statement, “We have stopped production of Kellogg’s Rice Krispies Gluten-Free cereal due to disappointing sales. However, for consumers who are looking for gluten-free options, we’ll continue to offer a variety of foods, including Special K Gluten Free cereal, Eggo Gluten Free waffles, Special K Shakes and Popcorn Chips. Plus, we’re always developing new foods, so we may offer additional gluten-free options in the future.”

Food allergy parents avoiding gluten know that what made these Rice Krispies special was the ability to make Rice Krispy treats easily, with a cereal found in any supermarket.

Kids With Food Allergies understand that it is painful to lose a food or a product once you have come to rely on it. Besides the fact that products sometimes disappear from store shelves, always keep in mind that food labels can and do change at any time. It is safest to read a label multiple times – in the store, before you put it away, and once again before you serve it. Read every label every time to make certain that nothing has changed since you last used the product.

To talk about the choice by Kellogg’s to stop making the cereal, join the conversation here on our Community Forums. What brand are you using now? For some families, it is back to Erewhon Crispy Brown Rice Cereal.

Some people think that Kellogg’s may change their mind if enough people contact the company. If you wish to try that, here is their contact information.