Baking & Snack - December 2020 - 27

TRENDS
Gluten-Free

An onslaught of innovation allows bakers to create good-tasting,
allergen-free items for those who want - and need - them most.
by Dan Malovany

F

For celiac patients, the gluten-free trend has turned into
manna from heaven. That's become even more so since
the movement's pop-culture popularity has fueled a flurry of new products resulting in a cornucopia of bettertasting snacks and baked goods for those suffering from
the disease and gluten intolerance.
" We have benefitted greatly from interest from celebrities and other people, " said Pam Cureton, clinical and
research dietician at the Center for Celiac Research in
Baltimore specializing in the treatment of celiac disease. " Is
it harmful? It can be low in vitamins, mineral and fiber, but
a gluten-free diet can also be undertaken correctly. The biggest harm is going to be to your wallet. "
Nate Fisher, chief executive officer of Salt Lake Citybased Julia's Table, a producer of gluten-free baked
foods, remembers what it was like growing up in a family where his mother, Julia, had celiac disease and whose
one wish was " to eat just like everyone else. " Years ago,
options were sparse. He recalls how his father would
bribe him by promising fast food later if he ate the gluten-free meal now.
Today, Julia's Table offers a variety of certified glutenand allergen-free breads, rolls, cookies brownies and
wraps that are co-manufactured and sold across the
nation. To reach a broader audience, however, the com-

pany creates products made without gluten, and many of
them are free of the Top 8 allergens: peanuts, tree nuts,
dairy, eggs, fish, shellfish, wheat and soybeans.
Marion Edwards, chief marketing officer, noted the
brand's consumer target audience consists of moms with
families seeking healthy choices and lifestyles. Overall,
millennials and Gen X families make up about 80% of its
social media and subscriber audience.
" Our strategy is inclusivity, not exclusivity, and that is anchored in taste as the first pillar of development, " she noted.
That objective, she added, involves making products
not just for those members with major allergies and
auto-immune diseases. The line is also positioned as
school-safe for students.
Creating allergen-free baked goods that taste more
like their conventional counterparts has been a long
time coming for Ms. Cureton's patients, many of whom
remember those days when they couldn't taste the difference between the products and their packaging.
" I'm very excited the way the gluten-free market has boomed the way it has, and I encourage that
crossover market, " she said. " I love that my daughter
enjoys gluten-free pretzels or some other crackers
out there not because they're gluten-free but because
they're just a good product. "

Today's gluten-free
and other BFY bakery products provide
a greater array of
options for more
eating occasions.
Julia's Table

www.bakingbusiness.com / December 2020 Baking & Snack 27


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Baking & Snack - December 2020

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