Marketers latch on to gluten-free trend

The gluten-free trend is poised to grow further as the Food and Drug Administration has set product-labeling guidelines that ould allow foods that never contained gluten to be advertised as gluten-free. While the science behind broad gluten concerns is still shaky, brands have capitalized on the trend with gluten-free products that carry higher price tags. Price factors may burst this
"bubble" if gluten-free shoppers "realize little or no benefits from the diet," said food-industry analyst Phil Lempert.