… according to a survey by Kantar, a research firm, only 22% of people who buy gluten-free food say they do so for non-medical reasons. This could be one foodie trend that turns out to be much more than a fad.
A growing desire to avoid gluten is changing the food industry.
McDonald’s is by no means the most accommodating of fast-food chains to people with special dietary requirements. Many of its restaurants in America and Britain do not even serve a meat-free burger for vegetarians. But in a week-long trial ending on October 21st, the chain’s British outlets offered a new burger whose fillings did not contain gluten, an allergen commonly found in wheat, with a view to making the new product a permanent addition to its menu.
At first, that may seem to be an odd decision. Vegetarians outnumber those who avoid gluten. But the food industry is finding that there is no longer much money to be made in making meat-free products. Sales of alternatives to meat have flattened in America in real terms since 2008; in Britain they have plunged by a third.
Consumer demand for products…
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