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Gluten Free Going Mainstream
May 5, 2010
I was standing in line in my local grocery store the other day and realized that six of the eight items I was buying were labeled “gluten-free.” I felt like I had arrived. No longer was celiac disease and the gluten-free diet a secret little society in which a few people traded tips and product information. I looked around and wondered how many other people in the checkout line were thinking the same thing, were eating gluten free.
According to the latest statistics, more than 15 million Americans are choosing gluten-free products over gluten-filled. I shouldn’t be surprised. I just returned from the Natural Products Show in California and nearly every other booth there called out “gluten free” on its labels and its literature.
It’s an exciting time when gluten free is becoming a mainstream term. The other day, I even saw a gluten-free television commercial! A mother was offering all of her children General Mills Rice Chex, happy that she didn’t have to single out the child who needs a gluten-free diet, thanks to these products.
Of course, I wish we had one labeling standard for “gluten free” in this country so I would know that each of these manufacturers is playing by the same rules. Nevertheless, gluten free has come of age. It’s worth cheering about.
Perhaps it’s a testament to how much this niche has grown, but I read the ads before I read the articles when my latest issue of Living Without arrives. What new products have you discovered recently? Do you have favorite ads that have caught your attention in Living Without and other magazines lately?