Gluten Takes a Beating From Fad Dieters and Grain Giants
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Grain sellers want to have their gluten-free cake and eat it, too.
As the stretchy protein found in wheat and other grains has become the latest dietary bogeyman, sales at companies like General Mills Inc., Kellogg Co. and Britain’s Warburtons Ltd. have come under pressure. Yet instead of fighting back against what many dietitians contend lacks scientific grounding, they’re boosting output of pricier gluten-free foods while leaving industry groups to defend their traditional products.