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You are here: Home / Disabilities / For General Mills, Wheat-Free Items Are Tricky to Make, Cheap to Market

For General Mills, Wheat-Free Items Are Tricky to Make, Cheap to Market

July 2, 2009 By Administrator

Mass marketer General Mills Inc. is carving out a niche in gluten-free food after realizing it could reach eager customers without costly ad campaigns, says today’s Wall Street Journal.

The company’s Betty Crocker brand is rolling out gluten-free mixes for cookies, brownies and cakes. The mixes are the first gluten-free offering from a major, mainstream brand in the cake-mix aisle. Gluten is a key protein in wheat, but many people react badly to it.

Ann Simonds, General Mills’s president of baking products, says the company decided to pursue gluten-free products last year after its customer-relations department noticed that customer inquiries about food allergies and sensitivities …

Filed Under: Disabilities, Food, Health Tagged With: food allergies, General Mills, gluten free food, sensitivities

Comments

  1. Ruthann Clemens says

    July 3, 2009 at 12:28 am

    This should make some bucks for this company.

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