Bloomberg the Company & Products

Bloomberg Anywhere Login

Bloomberg

Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.

Company

Financial Products

Enterprise Products

Media

Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000

Communications

Industry Products

Media Services

Follow Us

Diet

Gluten-Free


Some 3 million Americans suffer from celiac disease, a serious autoimmune disorder triggered by a reaction to gluten, mostly found in wheat products. For them, the search for gluten-free food has long meant joyless excursions to fern-filled health-food shops for comestibles that are often flavorless. Why, then, are so many people without the disease also devouring gluten-free foods? Many have done so out of perceived allergy concerns (gluten sensitivity is this decade’s lactose intolerance) or simply because it’s the diet buzzword du jour. Eager to cash in on that demand, mainstream manufacturers such as Campbell Soup (CPB) and General Mills (GIS) have helped create an industry estimated at $2.6 billion by SupermarketGuru. Now companies that had nothing to do with gluten are trying to slap “gluten-free” on their label. We’re talking about you, Star Vodka.

Sax is a Bloomberg Businessweek contributor and author of The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue.

LIMITED-TIME OFFER SUBSCRIBE NOW
 
blog comments powered by Disqus