Dive Summary:

• Generals Mills has added a seventh flavor to its gluten-free family of Chex cereals with Vanilla Chex.
• The product boasts natural ingredients and 10 grams of whole wheat per serving as it joins Rice Chex, Corn Chex, Honey Nut Chex, Chocolate Chex, Cinnamon Chex and Apple Cinnamon Chex on store shelves at $3.39 per box.
• Chex is supporting the launch with a contest through ModernMom.com that promises a year of Vanilla Chex to someone who shares their reasons for loving Chex cereal.

From the press release:

... According to a survey* conducted on behalf of Chex, nearly a quarter (24 percent) of Americans are looking for a gluten-free option when buying cereal for themselves or their families. Now, with seven delicious, gluten-free Chex cereals to choose from – including Rice Chex®, Corn Chex®, Honey Nut Chex®, Chocolate Chex®, Cinnamon Chex®, Apple Cinnamon Chex® and new Vanilla Chex® – it's easy to find something the whole family can enjoy. Flavored with natural ingredients, new Vanilla Chex delivers a delicious start to the day and is sure to be a hit at the breakfast table. With ten grams of whole grain per serving (48 grams recommended daily), and no artificial colors or flavors, Vanilla Chex provides key nutrients, vitamins and minerals to start the day on a high note.

"Chex provides families, including those living a gluten-free lifestyle, with wholesome and flavorful breakfast options they'll love," says Amber Holm, marketing manager for Chex. "We're thrilled to be adding Vanilla Chex as the seventh gluten-free cereal in the Chex family."

Now through August 16, 2013, consumers can enter the Vanilla Chex Sweepstakes on ModernMom.com by sharing why they love Chex cereal. One Grand Prize Winner will be awarded a year's supply of Vanilla Chex and 150 first prize winners will receive a coupon for a free box of Vanilla Chex. To learn more and for official contest rules, visit ModernMom.com. ...