Successful food businesses serve consumers a product they want and need. Manufacturers of gluten-free (GF) products initially sought to provide their products to consumers cutting out gluten for medical reasons (e.g those with celiac disease or gluten-sensitivity). GF products did not appeal to the average shopper, so the GF food label sat discreetly on the back of a product's packaging. In fact, it carried with it a stigma of less flavor and more sugar to offset the gluten.
The GF label has since relocated to the front of packaging, in prime marketing real estate, where it is much easier for health-conscious shoppers to spot. Why? The move came as a direct consequence of the expanding GF market. The appeal of the GF label now extends beyond the medically-motivated shoppers. The GF market size is estimated to be valued at $7.5 billion by 2027, with a 7.2% compound annual growth rate since its 2019 market size value of $4.3 billion.
What does this mean for your food business? Should you be looking to make a gluten-free product? What does gluten-free mean in terms of food processing and certifications? In this post, we will outline what a GF CPG is, explain how to claim a GF label, and evaluate the worth of the GF label for your business.
Gluten is a naturally-occurring protein found in most grains, including wheat, oats, rye and barley. It provides the stretchiness or elasticity in dough which ultimately translates into the chewiness in many baked goods. Most people consume gluten on a regular basis without any problems.
However, a growing number of Americans suffer from gluten-induced health problems. About 3 million Americans have celiac disease, an inflammatory disorder caused by the ingestion of gluten. And about 6% of the U.S. population may be gluten-sensitive, meaning that ingesting gluten triggers symptoms like abdominal pain, headaches, or diarrhea.
There are two main camps of gluten-free food manufacturers. The first are those producing products that traditionally include ingredients with gluten. Think GF versions of pizza, bagels, and breads. The second set manufactures items that are naturally gluten-free, like hash or oat-based bars. Both groups are looking to accommodate the growing market of GF consumers.
How do manufacturers make GF products? Many manufacturers simply formulate their product with inherently gluten-free ingredients. Swapping glutenous grains, like wheat and oats, for gluten-free option, like quinoa or rice, is another popular approach.
Advancements in food science and technology have also enabled manufacturers to produce high-quality GF products. When removing gluten-based ingredients, food manufacturers, in particular, need to determine how to avoid compromising the cohesiveness, firmness, and uniformity in shape of their product, characteristics otherwise driven by gluten proteins. The addition of gums - commonly used to thicken, stabilize, or emulsify foods - can give GF products a similar texture, appearance, and structure of non-GF products. Different gums serve different purposes - guar gum helps thicken dough, xanthan and methylcellulose provide structure, and hydrocolloids hold moisture and improve taste. Many manufacturers use a combination of these gums to produce a GF product that otherwise offers the look, feel and taste of a gluten-containing product.
In 2013, the Food & Drug Administration (FDA) established the standards that food manufacturers must meet before labeling their product “gluten-free”. CPG businesses can only claim to be GF after meeting all of the regulatory requirements. According to FDA’s Guidance for Industry: Gluten-Free Labeling of Foods, foods labeled “gluten-free” must be free from the following ingredients:
An ingredient that is a gluten-containing grain; or
An ingredient that is made from a gluten-containing grain and that has not been processed to remove gluten. For example, “wheat flour” is an ingredient made from wheat that has not been processed to remove the naturally occurring gluten in wheat. Therefore, wheat flour cannot be used as an ingredient to make a food labeled “gluten-free;” or
An ingredient that is made from a gluten-containing grain and that has been processed to remove gluten, if the use of that ingredient contains 20 parts per million (ppm) or more gluten. For example, wheat starch is an ingredient made from wheat that has been processed to remove gluten. However, the use of this ingredient must result in under 20 parts per million gluten in the finished food for the food to be labeled “gluten-free.”
You are not required to test your product for gluten, but your product must meet all of the FDA requirements associated with the GF label. To do so, the FDA recommends the following approaches:
Test your ingredients to determine their gluten content;
Many testing labs can determine and ensure your food does not contain gluten content levels above 20 ppm.
Request certificates of gluten analysis from ingredient suppliers; or
Participate in a third-party gluten-free certification program.
The FDA will confirm your food’s gluten content levels using their own test methods.
The ease of claiming a GF label depends on your product. Sticking a GF label on a product made with inherently GF ingredients is much easier than a product with many complex ingredients or ingredients from multiple suppliers. Of note, gluten is airborne so if you are producing in a shared kitchen environment, even without gluten ingredients, you will need to make sure you are in an isolated area and below the 20 ppm
The GF label is not for everybody. The GF label should reflect the overall mission of your brand. If the GF label isn’t integral to your product’s value, then forget the label and stick to making delicious food! However, if the purpose of your business is to provide a packaged GF product, then the GF label is worth claiming. Consumers with celiac disease or gluten-sensitivity absolutely appreciate GF options, and the increasing number of health-conscious shoppers do too! Many grocery retailers have dedicated entire sections of their stores to GF products due to increased demand, and they need GF products to fill their shelves.
Two examples of Union Kitchen Accelerator Brands producing delicious GF products are Stone’s Throw Hash and Berg Bites! Ben James, founder of Stone’s Throw Hash, commercialized his gluten-free breakfast hash after transitioning to a wheat-free diet himself. Daniel Berg, founder of Berg Bites, makes protein packed, gluten-free energy bites to give people healthier, cleaner, and more transparent packaged goods. He started out making the bites as a kid to serve to guests.
The Gluten-Free market is growing rapidly. We are seeing food manufacturers producing GF versions of traditionally gluten-based products, like pizza and bagels, and innovative alternatives like hash and energy bites. Manufacturers are using new techniques and ingredients to create delicious options.
GF is best pursued if it is core to a company's mission. For example, if you are making pretzels, focus on making the best possible pretzel, gluten and all! However, if your company mission is gluten-free snacks, dive in and really own the GF label.
Learn More! Check out the resources below for more information on claiming the GF label: