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Bloomberg has a good story about how gluten "has become the latest dietary bogeyman," resulting in moves by companies like General Mills and Kellogg Co. top boost "output of pricier gluten-free foods," even though many dietitians would argue that the industry should be pushing back against gluten-free trends that go against scientific evidence.

"Less than 1 percent of Americans have the disorder that requires a gluten-free diet," Bloomberg writes, "yet almost one in three now eschews gluten, according to trend watchers NPD Group, influenced by bestselling anti-gluten books and celebrity endorsements. The U.S. market for gluten-free foods will climb from $4.2 billion in 2012 to $6.6 billion by 2017, according to researcher Packaged Facts, as bread bakers, craft-beer makers and eateries from Hooters to Michelin-starred Hakkasan embrace the trend."

Mark Lang, a food marketing professor at St. Joseph’s University, tells Bloomberg that "grain producers won’t criticize the anti-gluten authors for fear of fueling sales of their books or offending those with celiac disease who really must avoid gluten. Celiac sufferers produce antibodies to attack gluten, causing damage to the intestines and illness, according to the University of Maryland Center for Celiac Research. "Large companies have learned not to overreact to these flash trends," Lang said. "There is nothing to gain, and you have everything to lose."
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