June 2012 - Oser Communications Group

16
GLUTEN FREE FOODS
GOURMET NEWS JUNE 2012 www.gourmetnews.com
Gluten free comes
into its own
By now anyone in food retailing is aware Northwest conducts store tours to assist
of the gluten free retail explosion. The retail newly gluten free customers and their families
in shopping for a gluten free diet.
gluten free food market has grown to an
estimated $6.1 billion in 2011, according Cooking classes, clear signage throughout
to leading research firm Mintel. Food conglomerates
like General Mills, Frito-Lay and highlights in the weekly ad material
the store (on shelf tags but also overhead)
and store brands have entered the market, are all helpful.
ensuring that even the smallest supermarket
will carry some gluten free items. Inde-
launch, we sampled our gluten free prod-
So is sampling. “During our initial
pendent gluten free only stores have been ucts more frequently because of [people’s]
opening around the country.
perception that the gluten free version is
Gluten free shoppers are a coveted never as good as the ‘originals’,” said a
market. They understand the cost of representative of Stonewall Kitchen, which
quality and tend to be loyal, buying large launched its line in 2011 to considerable
quantities and returning frequently to success. “Many people were amazed by
stores and restaurants where they can the flavor, texture and quality of the finished
product. The stores saw higher sales
relax and feel “safe.”
Many retailers, especially in the natural for these products then when we sampled
sector, are old hands at promoting gluten traditional mix. Even people without gluten
free. How can specialty retailers new to intolerances were purchasing them.” The
the game catch up?
sampling is less frequent now that the line
“They can make it easy for their customers
to find gluten free foods—think like One often-forgotten aspect of store op-
is established.
a consumer—and every so often, simply erations is the prepared foods department,
ask them what [foods] they’re missing,” which offers huge potential for retailers
suggested Joel Warady, Chief Sales and who can gain gluten free shoppers’
Marketing Officer for Enjoy Life Foods, trust. But this is not a simple matter. Prep
which has been making foods free not only and service stations and utensils must be
of gluten but of the eight most common allergens
for nearly 10 years.
contamination, and staff trained not
rigorously separated to prevent cross-
For example, PCC Natural Market in the only in preparing gluten free food but in
answering customers’ detailed questions.
The National Foundation for Celiac
Awareness (NFCA) provides such training,
both to restaurants and to retailers like
Whole Foods. According to its Founder
and President, Alice Bast, the organization
has seen a huge increase in training
requests as retailers become more aware
of the huge potential market of gluten
free shoppers.
“Deli meats and cheeses are not so hard
to train for,” said Beckee Moreland of the
NFCA. “But bread is still the biggest challenge.”
Hidden gluten areas to be aware
of, Moreland said, are traces of breadcrumbs,
soups, soy sauce and salad
dressings, and beer in batter or cooking
sauce. The foundation has specific gluten
free training programs not only for foodhandling
staff, but also in-store dietitians—
increasingly common at upscale
groceries—and even pharmacists.
Elsewhere in the store, the coffee bar is
another potential sales point for gluten free
baked goods. “Our 2-cookie pack is popular
in store coffee bars, where they want
to offer gluten free options without having
to make them in-house,” said Nairy Balian
of Arnabal International. The company’s
almond cookies come in a variety of flavors,
including rose, blood orange and a
chocolate flavor that is popular for making
gluten free ice cream sandwiches.
How gluten free is gluten free?
Retailers’ employees must also be up to
speed on another important issue: gluten
free certification.
Later this year, the Food & Drug Administration
expects to issue its long-delayed
Courtesy of Fresh & Easy
gluten free labelling standard, which will
define just how much gluten can be allowed
for a food to make the claim. This
is expected to be set at 20 parts per million,
which is very achievable and in fact
higher than many in the industry.
The setting of the standard will also
force a reckoning among some manufacturers—including
big brands—which label
their products gluten free but have
not had the claim independently, thirdparty
certified.
“We’re seeing more-and-more “free
of” claims (examples: free of preservatives,
free of artificial colors, gluten free,
dairy-free, etc.) as a big forward trend,”
said Karen Duester, a food labelling and
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