CHICAGO — Today’s food marketing landscape may seem dominated by plant-based claims, but that doesn’t mean gluten-free innovation and claims have waned. Products promoting the absence of gluten are an expected option in nearly every aisle of the supermarket, much like organic and products that are free from artificial ingredients.

Because there are many hidden sources of gluten in a formulator’s ingredient toolbox, e.g., colors, flavors, shortenings, seasonings, etc., marketers prioritize sourcing certified gluten-free ingredients to make label claims for the approximate 1% of Americans who have celiac disease. That’s about three million consumers who must eliminate all gluten from their diet.

There are others who have non-celiac gluten sensitivity, as well as a growing number of consumers — an estimated…



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