Gluten-free baked goods: From obscure to essential

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Gluten-free baked goods: From obscure to essential

20 Jun 2023

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

KANSAS CITY, MO — It’s no secret that today’s consumer is keen on finding foods that tailor to their lifestyle choices, with health claims quickly becoming key factors in purchasing decisions. The growing movement for healthier, better-for-you options has caused increased interest in products such as gluten-free baked goods that stray from the standard. But in an industry where gluten is the status quo, how are manufacturers responding?

What was once taboo is now quickly on the rise.

“Gluten-free is no longer relegated to the freezer section; it’s gone mainstream and is merchandised in the commercial bread aisle adjacent to conventional and organic specialty breads,” said Dan Letchinger, SVP, growth brands of Thomasville, GA-based Flowers Foods. “The category, led by Canyon Bakehouse, has really elevated in terms of eating experience. Delivering that heightened experience, ensuring product availability and producing products that are free from other top allergens — not just gluten — are extremely important for bringing new consumers into the gluten-free category.”

Canyon Bakehouse, a Flowers Foods brand, also boasts key health claims such as being soy-, nut- and dairy-free as well as using 100% whole grain.

These callouts appeal to consumers, and the added attention to detail and awareness means baking companies must rethink how they relay the benefits of their products to the public.

“We are seeing consumers become increasingly more knowledgeable and demanding transparency from their favorite brands,” said Erin Cancade, director of innovation at Toronto-based Riverside Natural Foods, the parent company of better-for-you snacks and treats brand MadeGood.

As a result, companies like Riverside Natural Foods use external certifications to provide added information for consumers on first glance.“With an overwhelming amount of choice, combined with a multitude of on-pack callouts and claims, consumers are rightfully skeptical,” Cancade continued. “MadeGood uses third party certifications such as USDA Organic, Non-GMO Project Verified and GFCO Gluten-Free to give our consumers confidence and show that we hold ourselves to the highest quality standards.”

For some bakers, the need for gluten-free products comes from personal history. In fact — as is the case for most emerging brands — many gluten-free producers are born out of necessity, such as Shelby Township, MI-based Ethel’s Baking Co. CEO Jill Bommarito’s grandmother was the inspiration for the company’s name.

“Celiac disease has been in my family for over 40 years, so baking gluten-free is not new for us,” Bommarito said. “My goal has always been to provide delicious treats that are amazing for everyone to enjoy, not just good for gluten-free.”

Over the years, Bommarito noted a shift in the perception of gluten-free products as it emerges in bakery as an essential category parallel to traditional baked goods, not a consolation prize.

“When we started in 2011, we had to be cautious about how we called out gluten-free on our packaging,” she said. “At that time, gluten-free was often relegated to its own specialty diet area and was considered a ‘less-than’ product. We’ve always made it a point to create products that appeal to everyone, which is how we’ve been able to compete with traditional bakery products. Our mission is to have the gluten-free consumer be able to feel normal, and have everyone else desire what they are eating.”

Normalizing gluten-free makes all the difference. Consumers with gluten sensitivities often seek the opportunity to share the same flavor and product experience as their gluten-tolerant counterparts but face an uphill tussle in terms of texture and composition.

“Our customers are seeking products made with inclusive ingredients so everyone can feel good about enjoying an indulgent moment,” Cancade noted.

MadeGood is free from top allergens such as wheat, dairy and eggs. The exclusion of staple bakery ingredients provides a unique challenge for creating products with alternative ingredients that function in the same way.

“Maintaining great texture during shelf life is one of our biggest challenges, and we continually work to refine and improve our formulations,” Cancade continued. “Consumers are increasingly looking for products with cleaner ingredients and lower sugar, but of course, great taste is paramount.”

This story has been adapted from the April | Q2 2023 issue of Commercial Baking. Read the full story in the digital edition.

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