Marketers latch on to gluten-free trend

09/16/2013 | Advertising Age (tiered subscription model)

The gluten-free trend is poised to grow further as the Food and Drug Administration has set product-labeling guidelines that could allow foods that never contained gluten to be advertised as gluten-free. While the science behind broad gluten concerns is still shaky, brands have capitalized on the trend with gluten-free products that carry higher price tags. Price factors may burst this "bubble" if gluten-free shoppers "realize little or no benefits from the diet," said food-industry analyst Phil Lempert.

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