Staking a claim with gluten-free innovation

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.

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Sweet and savory pies is what Raised Gluten Free, Humboldt County, Calif., is about. Founded by Rosa Dixon and Milia Lando, the products are also free of dairy, eggs, nuts and peanuts. The company is rolling out vegan quiche, which is made with organic tofu and spinach, and a vegetable pot pie. Both rely on a blend of gluten-free flours to provide a flaky, pastry crust. The heat-and-serve meals are sold frozen.