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General Mills Capitalizes on Gluten-Free Trend

gfreeIt’s no secret that gluten-free products are a major trend in the food ingredient industry right now. Ingredient companies are offering a wider range of products to manufacturers that are enhancing nutrition and flavor profiles across the board. The budding question surrounds the longevity of the category. Is it just a trend? The growing number of consumers suffering from Celiac Disease or are gluten-intolerant would argue the need for gluten-free products isn’t a dieting fad but one they rely on to lead healthy and symptom-free lives.

The numbers of products that come to market are dependent on manufacturers’ ability to spend sufficient marketing dollars to sell the lines through the channels. General Mills has invested a significant amount of resources into its gluten-free-specific Web site at liveglutenfreely.com. This Web site provides an extensive list of available General Mills gluten-free products, features bloggers from different consumer demographics, provides recipes and a gift box full of the hottest products. Communications such as these can only enhance consumers’ access to gluten-free products, and will build credibility, trust and respect for the brand.

Additional Resources:
For those of you who want more info about the gluten-free market, RC Fine Foods is sponsoring a FREE Webinar “Growth and Opportunity in the Gluten-Free Market” on August 18, at 2 p.m. EST, moderated by Beckee Moreland of the National Foundation for Celiac Awareness.

Also, join in the discussion on our FIMC LinkedIn group. The post is under “Gluten-Free Market Growing in Popularity.”

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