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The FDA's long awaited gluten guidelines are out and many say it is too little too late. For one thing, some consumers and doctors are upset that the actual guidelines contain....GLUTEN.
Gluten content can only be 20 parts per million and this is on a par with other countries with strict gluten guidelines.New FDA rules now say that food marked “gluten-free” can't have levels of gluten that exceed 20 parts gluten per million parts of food. In addition, these foods can't contain rye, barley, wheat, or any crossbreeds of those items. According to most scientists this is the lowest level of gluten that can be detected and the new rule puts our gluten-free standard on par with those in other countries.
This is the first time the US has had legally binding rules about gluten-free foods in place. These rules come along with new high standards for foods marked “sodium free,” “sodium free,” and “sugar free.”
There are three million people suffering from celiac disease. About 18 million are gluten sensitive. And then there are those who are going gluten-free for other reasons.
This is a $4.2 billion market. Expect to see lots of marketing activity and brand competition.
Now that there are official rules in place, there are likely to be a number of brands that will no longer be able to label their foods gluten-free without changing their recipe. And changing a recipe isn't as simple as adding an ingredient here or taking one away there. It's an expensive time-consuming endeavor. The only other option is taking their now not-gluten-free product off the shelf, missing out on the opportunity to be a part of this growing multi-billion-dollar market and the chance to market a product that's perceived as being healthy.
Also expect new foods to appear to capitalize on this new marketing opportunity.
Still, most gluten-free foods are highly processed and contain, to my mind unacceptably high levels of sugars. I do not advocate most "gluten-free" commercial baked goods.
So the gluten-free (and sugar-free and sodium-free) markets are at a huge crossroads right now. Companies have a year to adhere to the new rules. At that point, supermarket shelves may undergo an overhaul.
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Have a gorgeous weekend!
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