Gluten-Free Stores - Wisconsin Grocers Association

One of the toughest challenges of living
with the disease is learning what is safe to
eat. Countless hours over a period of a year
can be spent trying to learn what products
on grocers’ shelves are OK to eat after a
person has been diagnosed with celiac
disease or needs to exclude gluten from
their diet.
Many of the types of foods and brands that
consumers have been eating all their life are
off limit to those with celiac disease or
those with gluten restrictions.
But shoppers who are looking for glutenfree
products will have an easier time
finding tasty gluten-free snacks they’ve
always enjoyed due to a new nationwide
effort from Frito-Lay.
The company is responding to consumer
feedback and is rolling out a gluten-free
snack labeling program in phases
throughout 2011
Danielle Dalheim, Registered Dietitian and
Senior Nutrition Scientist with Frito-Lay,
says, “We want people to know that we
have not reformatted out products. Our
products are exactly the same with the same
great taste people have come to expect from
Frito-Lay products over the years. The new
labels just confirm that the products are
gluten-free. People who have been enjoying
our snacks over the years can still look
forward to the same taste—no matter if they
are looking for a gluten-free product or not.”
Consumers and grocers can check the Frito-
Lay website (www.fritolay.com) to see
which products have already been labeled.
Currently, 20 products have been labeled as
gluten-free.
Dalheim says consumers with Celiac disease
or those who suffer from gluten intolerance
want to see the claim that products are
gluten-free. We responded by labeling our
snacks such as FRITOS ® Original Potato
Chips and BAKED Lays ® Original Potato
Chips with gluten-free labels.”
Shoppers will be able to find the gluten-free
claim on the back of snack bags below the
corporate address as either a gluten-free
symbol or as a written claim.
Gluten-free labeling is a win-win
situation for the consumer and for
grocers. The label answers the
question—is it or is it not glutenfree?
It’s an important question
that a growing number of
consumers are asking.
Dalheim says Frito-Lay’s labeling
initiative gives shoppers an
increased confidence knowing the
product they want to purchase is
gluten-free. “We’ve done the work for them
so they don’t have to worry about whether
they can still enjoy their favorite Frito-Lay
snacks. They don’t have to find
replacements for their old favorites.”
Once you’ve attracted
these consumers, they’re
apt to buy everything else
at your grocery store, but
the key is to attract them.
Educate your customers
Interest in gluten-free foods is growing so
fast—about 20 percent annually—that
sales of gluten-free food products have
topped $2.2 billion in the U.S for the past
couple of years.
It is estimated that one out of 133 people
are afflicted with celiac disease so a growing
numbers of grocers see it as a category that
can’t be ignored.
KeHE Distributors (www.kehe.com) helps
grocers sell to this segment by providing a
large array of gluten-free products as well as
providing merchandising assistance.
Once you’ve attracted these consumers,
they’re apt to buy everything else at your
grocery store, but the key is to attract them.
What will it take to grow a gluten-free
presence in grocery stores and sustain it
long term? Dan Creedon, category manager
with KeHE, says, “A commitment from the
retailer is key. Educating and engaging the
gluten-free consumer won’t happen
overnight, but shoppers will be very loyal to
grocers who meet their needs in a single
grocery shopping trip.”
Creedon’s tips for making that happen starts
with education. “That is critical to a grocer’s
success in selling gluten-free items. In order
to build a following for gluten-free products
you have to educate consumers about the
products you carry. One way to do that is to
connect with or work directly with local
celiac support groups.”
Grocers may also want to think outside the
box by arranging for consumer education
events and signage at the store. Creedon
says, “Connect with your customers by
hosting an in-store meeting about gluten-free
products, cooking classes, or giving them a
store tour. And don’t forget about store
signage so shoppers easily and quickly know
you carry products that benefit them.”
Creedon says another way to reach this
customer base is by planning a special instore
focus during the Celiac Awareness
Months of May and October. “This can be
especially effective for stores that are just
beginning to carry gluten-free products.”
But Creedon points out the key to attracting
and retaining gluten-free customers is to not
overlook them at other times of the year.
“Just because a person has celiac disease it
doesn’t mean they don’t want to have cookouts
and barbeque in summer or bake
holiday cookies and pastries.”
Creedon, who has seen the most growth in
gluten-free prepared food as opposed to
ingredient-based categories, has found that
many customers with celiac disease are
looking for quick meal solutions.
“Even though they’ve been diagnosed with
the disease, they may have already had
their shopping patterns established,” says
Creedon. “Just remember that people with
celiac disease do not automatically have
more time to bake or cook everything
from scratch.”
24 WISCONSIN GROCER www.wisconsingrocers.com