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Description: In This Issue: Sweet and Salty Snacks, "Free From Products, and Special Report: Private Label

ww N w. ew Vis Glu it ten We Ou Fre bs r eR ite eta ile r.c om Go to www.glutenfreeretailer.com edenfoods for info about this advertiser Go to www.glutenfreeretailer.com essentialformulas for info about this advertiser Summer 2015 VOLUME 2 NUMBER 2 Page 6 Page 10 In This Issue 3 Editor s Page 4 In the News 6 Sweet & Salty Snacks Gluten-free snacks have overcome the obstacles of taste and texture and have opened up the market to sugary sweets and salty alternatives. 10 Going Allergy-free As the need for allergy-friendly and free-from products rise manufacturers are stepping up to the plate with healthy and tasty options. 12 Special Report Private Label Gluten-free products are now marketed toward the general public and are being sold as both branded and private label. 15 New Gluten-Free Products 16 Advertiser Index 2 GLUTEN FREE RETAILER WWW.GLUTENFREERETAILER.COM SUMMER 2015 EDITOR S PAGE Safe Not Sorry elcome to the Summer issue of Gluten Free Retailer (GFR) magazine I am honored to follow in the footsteps of Janet Poveromo who was recently named editor-inchief of Vitamin Retailer magazine GFR s sister publication. Since joining VRM Media in 2011 I have learned invaluable information about the natural health industry and discovered that I myself am gluten intolerant so I benefit from the words on these pages just as much as our readers. Recently someone recommended a gluten-free restaurant to me. While it wasn t local I decided to make the trip to try it out with a friend who has celiac disease. After perusing the menu and placing our orders with our waiter my friend and I discussed how nice it was to be at a restaurant dedicated to gluten-free fare and not have to worry about cross contamination or having our meals cooked incorrectly. When dining at restaurants that have gluten-free menus in addition to regular menus my friend and I often ask to speak to a manager to ensure that our meals are not only gluten free but are cooked in a separate area that hasn t been contaminated with gluten. My friend has ended up in the hospital on more than one occasion due to mistakes made in restaurants and to products that were incorrectly placed in the gluten-free section of a grocery store. Other diners overheard our conversation and chimed in. One woman who was there with her son who had celiac disease said after seeing how happy he was she decided to make the restaurant their Sunday spot where they both could enjoy pancakes or waffles without worry. Among the others who had joined in on the conversa- W tion was a teenage girl who was sitting with her friends. She remarked that while her friends don t have an issue with gluten they all enjoy the restaurant s food. She said it makes her feel normal to not have to ask the staff a laundry list of questions before ordering. In order to ensure that those with celiac disease gluten intolerance and other allergies feel safe and secure when purchasing products that are gluten free or allergy friendly manufacturers and retailers need to work together to assist the approximately 15 million Americans with food allergies. In this issue s Going Allergy-free feature article (page 10) I asked manufacturers about the importance of labeling when it comes to allergyfriendly or free-from products. Packaging must communicate all the free from elements to differentiate the brand but also must remain appetizing and visually appealing--no one wants stark medicinal food packaging explained Simon Lester founder of PASCHA Chocolate Co. But packaging can only take you so far. Those interviewed for the article also stressed the importance of segregating allergy-friendly products to a designated section of the store. Retailers also need to be careful not to place the wrong products in that section or they may end up sending a customer to the ER like my friend did after eating some jellybeans she picked up in a gluten-free section that actually contained wheat. Because a mistake can lead to a life-threatening reaction we feel they should be merchandised in a special dietary section or clearly segregated within a section for customers noted Chuck Marble CEO of Ian s Natural Foods. Once again I look forward to my new role as editor-in-chief and I encourage you to contact me at sharib vrmmedia.com with any comments or ideas you have regarding GFR and how we can help you better serve your customers. Publisher Daniel McSweeney Editorial Director DanM VRMmedia.com Associate Russ Fields Publisher RussF VRMmedia.com Advertising Roy Kieffer Sales Manager RoyK VRMmedia.com Advertising Gary Pfaff Sales Associate GaryP VRMmedia.com Independent Glenn Dulberg Sales Representative GlennD VRMmedia.com Editor-in-Chief Shari Barbanel ShariB VRMmedia.com Assistant Cristina Goodwin Editor CristinaG VRMmedia.com Art Director Robert Certo Production Manager RobertC VRMmedia.com Production Assistant Bryan Zak Graphic Designer BryanZ VRMmedia.com Contributing Writers Tricia Ryan BA BSc MBA Circulation Rosie Brodsky Manager Rosie StarkServices.com VRM Media 431 Cranbury Road Ste. C East Brunswick NJ 08816 Phone (732) 432-9600 Fax (732) 432-9288 E-mail info VRMmedia.com Web Site www.glutenfreeretailer.com President Daniel McSweeney DanM VRMmedia.com Mission Gluten Free Retailer magazine is dedicated to providing information for and about the gluten-free products industry in order to foster growth understanding and education. Gluten Free Retailer is a supplement of Vitamin Retailer that s published by Vitamin Retailer Magazine Inc. 431 Cranbury Road East Brunswick NJ 08816 USA Phone (732) 432-9600 Fax (732) 432-9288. Printed in the USA. Gluten Free Retailer Subscription Customer Service Gluten Free Retailer P.O. Box 15186 North Hollywood CA 91615-5186 USA Phone (818) 286-3168 Fax (800) 869-0040 vrecs magserv.com www.vitaminretailer.com SUMMER 2015 WWW.GLUTENFREERETAILER.COM GLUTEN FREE RETAILER 3 IN THE NEWS NFCA Urges At-Risk Families to Test for Celiac Disease he National Foundation for Celiac Awareness (NFCA) has launched Seriously Celiac Disease a national campaign dedicated to raising awareness among people with diagnosed celiac disease (CD) about the importance of having a serious conversation with relatives who may be genetically at-risk for the condition. The campaign was developed as a result of NFCA research that showed when at-risk relatives are properly educated about the condition and armed with the right tools their receptivity to get screened for CD increases. For the three million Americans with CD--83 percent of who are undiagnosed--consuming the gluten protein found in wheat barley and rye triggers an immune response that damages the nutrient-absorbing lining of the small intestine. CD has a variety of symptoms and can lead to certain types of cancer and other autoimmune diseases if mismanaged or untreated. However most people with undiagnosed CD don t have any obvious signs or symptoms T and a simple blood test can help avoid some of the long-term disease complications. Additional diseases and conditions including cancer other autoimmune diseases and osteoporosis can all manifest as a result of untreated CD. For people with CD following a strict gluten-free diet is both medically necessary and the only treatment option to combat symptoms and prevent serious long-term complications. Through our community s experience we know that most untested family members only want to have this serious conversation once so it s important to use the right information in the right setting using proven methods when talking to them said Alice Bast president and CEO of NFCA. By equipping individuals with the right tools to help their relatives understand the importance of formal diagnosis NFCA hopes to have a major impact on the health and future of many families. The Seriously Celiac Disease campaign aims to encourage individuals with celiac disease to Talk. Tell. Test. with their biological relatives using personal one-on-one conversations. Celiac disease is genetically-based so it is more common in those with a family history of the condition and having an autoimmune condition like celiac disease makes you more likely to develop other autoimmune diseases said Daniel A. Leffler MD MS NFCA scientific medical advisory council member and director of research for The Celiac Center at Beth Israel Deaconess Medical Center in Boston MA. Testing at-risk populations for celiac disease has been consistently shown to improve detection rates among family members and accurate diagnosis is vital to ensure that the disease is managed appropriately. For more information visit www.celiaccentral.org. GFCP Adds Another Layer of Credibility I n an attempt to increase the credibility and risk management assurances provided to their industry partners and consumer stakeholder groups the Allergen Control Group (ACG) owners of the Gluten-Free Certification Program (GFCP) has formed a strategic business alliance with Canada-based Food Technology Consulting International Inc. (FTC) to globally deliver certified GFCP training services. The GFCP is the leading sciencebased certification program for brand owners wishing to make a safe and reliable gluten-free product claim and is focused exclusively on annual certification of a site s internal manufacturing and gluten management system as opposed to relying on random endproduct testing. The GFCP provides unique gluten-free brand building opportunities in partnership with North America s most credible consumer-facing celiac organizations the National Foundation for Celiac Awareness (NFCA) in the U.S. and the Canadian 4 GLUTEN FREE RETAILER Celiac Association (CCA) in Canada. We have chosen to align ourselves with FTC due to their excellent 16-year reputation for designing developing and delivering customized and effective food training programs and short courses for small or large groups in a diverse range of food safety and quality areas stated Paul Valder president ACG. FTC is officially recognized to train and certify for many of the existing food and packaging standards benchmarked under the Global Food Safety Initiative (GFSI) in addition to providing certified training under the USA HACCP Alliance GMPs (good manufacturing practices) and the Canadian Food Inspection Agency s (CFIA) Food Safety Enhancement Program (FSEP). Currently GFCP s globally situated and experienced third-party food safety auditors must initially undergo one full day of face-to-face training in the GFCP delivered from a GFCP Approved Training Provider before they can become certified by ACG to conduct annual GFCP audits. In addi- tion all auditors must be registered with an ACG licensed certification body accredited under ISO 17021. Frank Massong vice president of regulatory and technical services for ACG believes that this partnership with FTC will provide industry with more value and increased customer service when it comes to understanding how to determine and apply corrective actions and preventative measures to address gluten control manufacturing deficiencies and a full understanding into the nuances for meeting regulatory customer and GFCP audit requirements. Effective May 2015 FTC will market facilitate and conduct GFCP training on a global basis delivering valuable and mandatory GFCP courses for retailers and manufacturers of foods natural health products and drugs including third-party certification training for auditors consultants and approved training providers. For more information visit www.glutenfreecert.com. WWW.GLUTENFREERETAILER.COM SUMMER 2015 Delayed Diagnosis of Celiac Disease May Put Lives at Risk Is Screening the Solution C eliac disease (CD) is one of the most common life-long conditions in Europe yet many people remain undiagnosed and lengthy diagnostic delays may be putting lives at risk. Today doctors are being urged to consider testing for CD in anyone showing signs and symptoms of the condition and to consider screening everyone in high-risk groups. A paper published a special CD issue of the UEG Journal assessed the viability of screening for CD in the general population and concluded that screening of first-degree relatives of people with CD people with type 1 diabetes iron-deficiency anemia Down s syndrome and other high-risk groups may be appropriate. This important research highlights the value of serological testing for CD in anyone with symptoms that might be due to the condition and in all asymptomatic individuals from highrisk groups said Professor Antonio Gasbarrini from the Gemelli University Hospital in Rome Italy. It is vital that we now start to take positive action across Europe to tackle this prevalent condition and reduce its serious health consequences. A diagnosis of CD is usually made based on the presence of antibodies to gluten in the blood in addition to biopsy evidence of inflammation in the small intestine. However the availability of sensitive and specific blood tests for markers of CD has raised the possibility of population-wide screening for CD in an effort to ensure earlier diagnosis and treatment of the condition. Celiac disease is readily treated with a gluten-free diet so it is unacceptable that people suffer its symptoms for many years before they are properly diagnosed said Gasbarrini. We now have blood screening tests that are simple safe and accurate and it is time we started using them effectively to limit the damage caused by this common condition. Celiac disease is a geneticallydetermined autoimmune condition caused by a permanent intolerance to gluten found in wheat barley and rye. The condition causes inflammation in the small intestine leading to diarrhea weight loss fatigue and other non-specific symptoms. It has been estimated that around 1 percent of the population may have CD although estimates vary between countries and the prevalence of CD appears to be increasing. If left undiagnosed and untreated CD can have a profound effect on quality of life may lead to adverse pregnancy outcomes and has been associated with a reduced life-expectancy. Unfortunately because the symptoms of CD are often vague and similar to those of irritable bowel syndrome many people with CD are undiagnosed and many who are diagnosed will have waited 10 years or more for their diagnosis to be confirmed said Gasbarrini. At best only around one-quarter of all CD sufferers are likely to have been diagnosed by a physician leaving large numbers of people still at risk. For more information visit www.ueg.eu. Mondelez International Acquires Enjoy Life Foods ondelez International (East Hanover NJ) has announced the acquisition of Enjoy Life Foods (Schiller Park IL) a private U.S. snacking company and the marketleading brand in the fast-growing free from segment. The company offers more than 40 products including cookies chocolate snack bars and savory snacks that are allergy friendly and gluten free. Enjoy Life s products are free from the eight most common allergens--wheat dairy peanuts tree nuts egg soy fish and shellfish--which together account for about 90 percent of all food allergies. As we focus on continuing to drive growth in snacking the acquisition of Enjoy Life Foods is a great strategic fit for us said Mark Clouse chief growth officer at Mondelez International. The Enjoy Life brand expands our portfolio into faster growing on-trend better-foryou areas and provides an excellent M platform to make these delicious offerings available to consumers with free-from needs or simply looking for healthy-lifestyle options both in the United States and beyond. The 12 billion free-from market in the United States is large and growing at strong double-digit rates driven by an increasing incidence of food allergies and food intolerances as well as consumers adopting free from as a healthy-lifestyle option. We re thrilled As we combine our great brand market leadership and passion for our consumers with the global resources scale and marketing expertise of Mondelez International I m confident this relationship will enable us to reach even greater heights said Scott Mandell CEO and founder of Enjoy Life Foods. Mandell and other members of the Enjoy Life leadership team will continue to lead the company. Mondelez International will operate Enjoy Life Foods as a separate wholly owned subsidiary to continue to nurture its entrepreneurial spirit but will provide back-office support and access to its global resources. For more information visit www.mdlzcusthelp.com or www.enjoylifefoods.com. GLUTEN FREE RETAILER 5 SUMMER 2015 WWW.GLUTENFREERETAILER.COM S ales of gluten-free snacks at the retail level are mmm-mmmgood...and now so is their taste The gluten-free snacking category has increased 163 percent from 2012-2014 according to Mintel research. Meanwhile Packaged Foods found that more than one-third of consumers consider a glutenor grain-free label of high importance when doing their grocery shopping. And over the last five years the compound annual growth rate for gluten-free foods was 34 percent ( 973 million) in market sales with sales expected to exceed 2 billion by 2019 according to Packaged Facts. Moreover 25 percent of those same survey respondents claimed to have purchased gluten-free foods at some point in the three months leading up to the survey reported Cris Genovese vice president of marketing for California-based Bare Snacks. What once was thought of as just another fad diet is showing serious staying power. In addition just like natural shoppers gluten-free consumers have their purses open and are using their purchasing power to change the food industry said Rob Wunder co-founder of New Jerseybased YumEarth. Similar to low-fat or fat-free foods we 6 GLUTEN FREE RETAILER see on the shelves gluten free is on the brink of becoming a standard requirement for items that do not require gluten. Does licorice require gluten If not we believe retailers will swap out for the gluten-free version. Do chips require gluten If not we believe retailers will swap out Wunder said. Already today s specialty coffee shops in trendy locales warn their customers about the presence of gluten in some of their items while sometimes well over half of their treats and snacks have no gluten. We are well past trendy. A few driving factors behind this trend include increased consumer awareness and interest in gluten free the growing amount of people with gluten allergies and sensitivities those counting or limiting carbohydrates as well as the Paleo diet trend Genovese explained. Innovative gluten-free premium snacks are moving front and center as gluten free is now perceived as a healthier option. Taste & Texture Over the years gluten-free manufacturers have been able to match the taste and texture of products containing gluten since gluten-free consumers often struggle to find alternatives that offer quality flavor and texture. Amit Pandhi CEO of California-based Arctic Zero said that in the past consumers were always compromising taste in favor of health but that is no longer the case. So many gluten-free snacks taste just as good if not better than products containing gluten she explained. According to Jen Ramstad director of marketing for California-based Pamela s Products As more households have a member following a gluten-free diet its only natural that many families adjust their meals by preparing more free-from foods that everyone can enjoy. An example of this is around the holidays because party hosts are looking for options to help them make one meal all their guests can eat. More consumers are looking for better-for-you options that the whole family can enjoy but at the same time don t want to jeopardize taste just because they are eating gluten free Pandhi said. Bare Foods Genovese noted that allergen-free snacks have historically earned a reputation for being tasteless lacking texture and even nutrition. This reputation is continuing to shift due to a heightened consumer demand for snacks that cater to their nutrition expectations with- WWW.GLUTENFREERETAILER.COM SUMMER 2015 out sacrificing taste he continued. Ramstad agreed that there is an increase in demand for functionality and glutenfree options that offer additional health benefits such as whole grains fiber and other attributes to support good health. There is a continued innovation to provide not just salty snacks that are free from gluten but also contain other added benefits said Claire Cretors president of Illinois-based G.H. Cretors makers of gluten-free popcorn. More fiber interesting ingredients like ancient grains and bold and unique flavors are a few of the trends that we are seeing she added. Taste and texture can make or break a gluten-free snack however the growth of options with added nutrition and improved taste has skyrocketed. Similarly brands have to adapt their product lines and ingredient sourcing to accommodate the needs and demands of shoppers Genovese said. Manufacturers will serve their customers well by patiently pursuing the best ingredients and finetuning their preparation methods before they introduce a gluten-free item according to Wunder. Sweet Tooth Candy We are betting big on a sweet glutenfree future because consumer demand continues to rise faster than all other categories Wunder explained. I am celiac and was shocked to see the sticky and average tasting gluten-free licorice items available--that s why we entered the category. We are confident YumEarth glutenfree licorice will displace premium licorice on shelves because the taste is premium the texture is truly chewy its non-GMO (genetically modified organism) and of course it s gluten free. He said YumEarth s new Soft-eating Gluten-free Licorice which are made with natural ingredients address two key trends consumers are looking for better quality and healthier choices. Just as YumEarth displaced conventional premium candy with organic and gluten-free options that taste as good or better so have gluten-free snack options that have continued to displace options with gluten Wunder noted. Ice Cream Ice cream is another sugary treat in demand with gluten-free consumers and Arctic Zero is a prime example. Founder Greg Holtman said he and his family love sweets especially ice cream but noted that before the gluten-free trend most desserts contained artificial sweeteners and ingredients. Unwilling to compromise Holtman crafted Arctic Zero a functionalyet-indulgent line of Fit Frozen Desserts with no fat more fiber and zero compromise. Handcrafted from premium ingredients Arctic Zero is low glycemic and free of lactose gluten and GMOs. While many trendy ingredients like quinoa and other superfoods are common in the gluten-free category we are seeing many consumers seeking those classic nostalgic flavors that can be so difficult to re-create in a gluten-free recipe Holtman said. Arctic Zero Fit Frozen Desserts has added its new Chunky Pints to the chilling line--a perfect example of how the company is responding to consumer demand to satisfy cravings for something familiar and comforting. In addition to its traditional Creamy Pints and Chocolate-Dipped Bars the company said its Chunky Pints are packed with chunks of delicious treats with flavors like Cool Mint Chip Buttery Pecan Key Lime Pie and more. Consumers who are purchasing our products include health and weight conscious celiacs those with lactose intolerance and those who are just looking for a healthy alternative to full-fat high-caloric frozen desserts Arctic Zero s Pandhi said. Fit Frozen Desserts gives everyone the chance to taste the sweet life with zero guilt including those looking for a post-workout snack he continued. It s the perfect guilt-free pleasure whenever your sweet tooth strikes. Baked Goods Some 25 years ago before gluten-free candy and ice cream Pamela s Products provided gluten-sensitive consumers taste-worthy baked goods. President and founder Pamela Giusto-Sorrells often talks about working in her family s natural foods store when specialty-diet foods were thought to be tasteless dry and all-together unappetizing which is what motivated her to create Pamela s Products in 1988. Through the years the company has introduced more gluten-free alternatives that have gone beyond the basics such as breads and cookies. Nowadays food brands are offering a wider variety of options to include everything from fig bars to s mores Pamela s Ramstad said. With consumers day-today lives getting busier they re turning towards packaged products that are easy to grab-and-go but still boast natural ingredients she said. The company provides options that are formulated with non-GMO ingredients and cleaner portable items such as its Figgies & Jammies line of fruit-and-fig bar cookies. Recently Pamela s launched a line of gluten-free graham crackers called Grahams made with organic non-GMO butter and organic non-GMO honey. They are available in traditional squares ideal for spreads such as peanut butter and mini coin sized versions to make it easy for on-the-go snacking she said. Hearty & Wholesome Leo Griffin CEO of Artisan Bistro in Califorina noted there are a lot of glutenfree cookies and bars on the market now and that while sweet snacks are a great indulgence they are not particularly nutritious. Finding a healthy and nutritious gluten-free snack can be a challenge he explained. We re noticing that many consumers are starting to think about the origins of their food. He said people are moving away from carb and gluten-heavy snacks and heading towards convenient higher protein options made with real recognizable ingredients with robust flavors. To fulfill consumer s demands Artisan Bistro launched its gluten-free burritos a healthy and wholesome snacking option made with real locally sourced produce including vegetables and spices and proteins such as wildcaught salmon free-range chicken and grass-fed beef. In addition each one is crafted by local food purveyors to heighten its culinary offerings and reduce its carbon footprint he explained. Most recently Artisan Bistro launched its new line of burritos from Beef Jack Cheese and Ancho Chili Chicken Tinga and Wild Alaskan Salmon Poblano Griffin added. In addition to the meaty burritos one of GLUTEN FREE RETAILER 7 SUMMER 2015 WWW.GLUTENFREERETAILER.COM the company s most popular items is Meatless Carnitas and Salsa Verde which uses 100 percent plant-based protein made in-house for consumers looking to reduce their meat consumption for environmental or health reasons. Gluten doesn t contribute much to flavor but it does contribute significantly to texture Griffin said. We worked with our suppliers and tried many different formulations to create a gluten-free flour tortilla that tastes and feels great while still holding up to being rolled and folded into a burrito. And for the filling and extra flavoring Artisan Bistro uses ingredients like jalapeno and poblano peppers lime juice and jack cheese. Many people are busy and barely finding time to eat on-the-run so hand-held meal options have become wildly popular Griffin explained. Labeling These fresh and fulfilling snacks contain nutritious ingredients and gluten-free alternative ingredients but a trending concern is that consumers are finding it hard to read what goes into the products. Labeling of gluten-free products is becoming more prominent Bare Snacks Genovese said. He said some gluten-free products have a halo effect and many consumers are led to believe that just because something is marketed as gluten free that it is automatically healthy. We encourage consumers to read the ingredient panels on all the foods they re buying to ensure they are making healthy choices he concluded. I have a very good friend who suffers from celiac disease Cretors said. Her biggest complaint was labeling. Even if a product does not contain gluten ingredients she struggles with the effects of cross-contamination. As a result her choices can be limited to those products that are certified gluten free. Cross-contamination and making sure one s diet is balanced and nutritious are important to consider especially those with serious celiac disease she noted. Bare Snacks says it offers real wholesome products with nutritious and delicious ingredients such as apples and real coconut leaving little room for processing or added chemicals. We must clearly mark all of our products nutrition benefits on packaging making it that much easier for shoppers to know exactly what they re getting Genovese said. Take our popular line of apple chips for example. Many of the varieties within our portfolio of apple chips contain just one ingredient apples. Consumers want to see easy-to-understand nutrition panels on products with recognizable (and pronounceable) ingredients making it more comfortable for the consumer. If brands make their nutritional benefits easy-to-see on packaging and store shelves then marketing successfully to consumers will be much easier Genovese stated. GFR ForMoreInformation Arctic Zero (888) 272-1715 Artisan Bistro (949) 988-2820 Bare Snacks (800) 940-0019 G.H. Cretors (800) 448-6994 Pamela s Products (707) 462-6605 YumEarth (818) 817-3100 WWW.GLUTENFREERETAILER.COM SUMMER 2015 Go to www.glutenfreeretailer.com frey for info about this advertiser 8 GLUTEN FREE RETAILER Go to www.glutenfreeretailer.com newhope for info about this advertiser Allergy-free Going As the need for allergy-friendly and free-from products rise manufacturers are stepping up to the plate with healthy and tasty options. By Shari Barbanel ood allergies are nothing to joke about and they seem to be on the rise. The Centers for Disease Control and Prevention (CDC) reported an 18 percent increase of food allergies among children between 1997 and 2007. Today as many as 15 million people have food allergies according to Food Allergy Research and Education (FARE). Of that number an estimated nine million are adults and nearly six million are children. FARE also reported that although just about any food is capable of causing an allergic reaction there are eight foods that account for 90 percent of all foodallergic reactions in the United States. The Big-8 as they are often referred to is comprised of milk eggs peanuts tree nuts wheat soy fish and shellfish. In addition according to the University of Nebraska Lincoln s Food Allergy Research and Resource Program several of the Big8 are often used in processed products and can be hidden. Because of these alarming statistics the need for allergy-friendly foods is greater F than ever. What is alarming to us is the increased prevalence with food allergies in the U.S. said Chuck Marble CEO of Massachusetts-based Ian s Natural Foods. According to a study released in 2013 by the Centers for Disease Control and Prevention food allergies among children increased approximately 50 percent between 1997 and 2011. This increase is also affecting adults which has inspired Ian s to develop products that are not just allergy friendly but family friendly. Not Just for Kids Marble noted that one in 13 children have food allergies which the company has focused on for many years but with the prevalence of adult onset food allergies intolerances and autoimmune diseases products need to appeal not just to children but to those of all ages. Further many parents have made the decision to serve the entire family allergy-friendly meals instead of preparing separate meals for the family member with a food allergy or intolerance. Ian s provides products that appeal to the whole family including Sriracha Fire Sticks Southwest Chicken Tenders Smokin Sweet Chicken Nuggets and Gluten Free Croutons. The company s fastest-growing new product is its Sausage Pancrepe. A thin gluten-free pancake but thicker than a crepe rolled in an all-natural (no artificial colors ingredients preservatives) antibiotic free GAP2 sausage link that provides a convenient nutritious protein filled breakfast that tastes absolutely delicious Marble explained. Beyond making allergy-friendly or 10 GLUTEN FREE RETAILER WWW.GLUTENFREERETAILER.COM SUMMER 2015 free-from products that appeal to people of all ages that have an allergy or intolerance the category also appeals to those who may not have an issue with certain foods but are choosing to cut certain foods from their diets. Freefrom used to be just for the people who had food allergies and intolerances said Joel Warady chief sales and marketing officer for Illinois-based Enjoy Life Foods. Today many people are choosing free-from as a lifestyle choice. It is one of the reasons that the market is estimated to be a potential 12 billion market within the next few years and free-from products are being introduced throughout the world. Free-from is not a fad it is part of the revolutionary change in the way people are eating. also tastes good and is good for the consumer. When the category was first introduced many allergy-friendly foods weren t either of those things but as the category and the demand for allergyfriendly products has grown manufacturers have created products that are not only good for you but also taste as good as their allergen-containing counterparts. The challenge is to make alternative products that are truly clean and that also taste great explained Simon Lester founder of the Toronto ON Canadabased PASCHA Chocolate Co. Ultimately all humans go with taste over health so the taste must be great. But simultaneously ensuring complete cleanliness and free-from is critical--there really is no grey zone--or there should not be. PASCHA s best sellers are the company s high cocoa content chocolate bars which are free from the top 8 allergens but are also low in sugar (because they are high in cocoa). And did I say that they taste great We use wonderful cocoa beans which translates into great taste Lester said. Epstein also noted that to enhance flavor some companies are looking outside of the box. In frozen desserts we re seeing brands embrace unusual flavors going beyond the traditional ones like vegetable and herbal flavors and more dairyfree options she said. We re in sync with that trend being dairy free and gluten free and we offer some unexpected fruit options in our soft serve fruit like cranberry blood orange and plum. Just Label It When it comes to allergy-friendly foods the right packaging and labeling is vital. Ensuring which of the Big 8 the product is free of allows shoppers to easily identify which products they can purchase for their families. Packaging must communicate all the free-from elements to differentiate the brand but also must remain appetizing and visually appealing--no one wants stark medicinal food packaging noted PASCHA s Lester. For instance as requested by customers Ian s products offer plain language on the front of the package that clearly states what ingredients are not included. Each product states NO ____ on the front of the package for the specific allergens the company tests for and formulates without. Further where retailers place these products in their stores is of great importance. Offering an allergy-friendly section is a way to make shopping a breeze for those looking for free-from products. We believe that retailers should merchandise free-from products in a segregated set. This is what consumers want and find easiest to shop said Enjoy Life s Warady. We think we are about three to five years away from seeing sets integrated in-store. What we do emphasize to retailers looking to integrate is the need to have proper POS material and shelf tags to clearly and easily identify these products to consumers. Because a mistake can lead to a life threatening reaction we feel they should be merchandised in a special dietary section or clearly segregated within a section for customers agreed Ian s Marble. GFR Enjoy Life recently launched functional baking mixes and an all-purpose flour. The baking mixes and flour all are gluten-free free-from the top eight food allergens non-GMO (genetically modified organism) kosher and halal. The products also make 5 grams of protein per serving and contains probiotics claims through the use of ancient grains unique plant-based proteins and a patented allnatural probiotic enhancement that doesn t break down in the baking process according to the company. All of our product innovation is driven by consumer demand. With our semi-sweet baking chocolate being our No. 1 SKU we heard from our consumers how they would create recipes at home with our baking chocolate and different premade mixes said Warady. We saw an opportunity to provide an allergy-friendly baking mix line that also provided unique functionality to the category. Taste Test For products that are allergyfriendly the mission is to not only create a product that created sans allergens but that Consumers are looking to avoid dairy gluten fat and artificial ingredients because they re becoming smarter about what they are putting into their bodies or feeding to their children--they not only want clean ingredients that taste great but are also guiltfree. However ensuring clean ingredients does have on effect on price according to Chloe Epstein president and co-founder of New Yorkbased Chloe s Soft Serve Fruit Co. which offers its soft serve fruit in the traditional soft serve format or as slushies smoothies and pops. The biggest challenge for us is remaining price competitive using only three ingredients and no stabilizers in a market where our competitors are relying on these stabilizers enabling them to bring the price down she said. ForMoreInformation Chloe s Soft Serve Fruit Co. (646) 442-8003 Enjoy Life Foods (847) 260-0300 Ian s Natural Foods (508) 283-1174 Pascha Chocolate Co. www.paschachocolate.com GLUTEN FREE RETAILER 11 SUMMER 2015 WWW.GLUTENFREERETAILER.COM SPECIAL REPORT Innovations in Gluten-Free Private Label BY TRICIA RYAN BA BSC MBA T en years ago gluten-free foods were only sold for the most part in local bakeries and through the natural channels. While most of the early products were tasteless the flavor and shelf life of recently launched gluten-free products have improved significantly. These products now account for 8.8 billion and are now marketed toward the general public and sold in mainstream retail stores as both branded and private label products. They are expected to continue to grow an additional 62 percent from 2014-17 (source Mintel GNPD). The incidence of celiac disease and gluten intolerance has risen considerably over the last few decades due to both ease of testing and consumer awareness levels. However the fastgrowing gluten-free market has benefited from a broader audience trying to avoid gluten or wheat for health weight loss or other reasons unlike the consumers with celiac disease (1 percent of the population) that must adhere to a gluten-free diet with a significant amount of rigidity. Surprisingly the perception that gluten-free alternatives are generally healthier than their conventional counterparts is not validated by any scientific evidence as well food manufacturers have been slow to fortify these foods in the absence of legislation requiring them to. An increasing number of food manufacturers continue to position their gluten-free products by using broader claims associated with free-from natural or healthier foods rather 12 GLUTEN FREE RETAILER Hartman Infographic 2013 than just gluten free. Those claims appeal to a wider audience and may help longer term mitigate a potential impact if consumers turn to another food trend in the near future. The Hartman Infographic above depicts this wider audience thinking about digestive health being the root to all wellness and supports the broader appeal of gluten-free foods with today s health conscious consumers. Private Label Foods Post-recession Robobank made a prediction that global private label (PL) sales would double their market share WWW.GLUTENFREERETAILER.COM SUMMER 2015 by 2025. Keeping in mind many European countries do experience PL market shares at 50 percent levels so this prediction seemed sound. Yet within the U.S. market private label continues to be a fragmented market from a supplier standpoint resulting in challenges in offering higher quality food options at a substantial discount off Legacy or A brand prices. Consumption behavior in the U.S. suggests that we have a complex cultural force at play. A typical North American kitchen might have some categories driven by legacy brands (i.e. frozen entrees yogurts breakfast cereal and margarine etc.) and private label brands for products categories like e.g. chilled ready meals cheese olive oil honey chilled pizza etc. Hartman and Mintel research suggests key influencers on the private label food situation in the U.S. 1) The total PL shares in packaged foods has actually been relatively flat since 2008 (see Figures 1 & 2). 2) There is enormous variation in PL share and share growth at the category level. Categories like milk exhibit 60 percent share going to PL. Whereas only about 27 PRIVATE LABEL Figure 3 out of 150 cateCATEGORY SHARE OF CATEGORY gories exhibit Fruit frozen 67% twice the averMilk 63% age PL share Shredded grated cheese 57% (see Figure 3). 3) More than All frozen fish 54% half of packaged Honey 52% food s major catVinegar 50% egories have Eggs 50% exhibited flat PL Dried v egetables (beans peas lentils corn) 50% share growth Sugar total 49% from 2009 Oliv es 48% through 2014 Rice mix es 4% when one might Pudding desserts 4% have thought Dry soup mix es & bases 3% share would be Cocktail mix es 3% creeping up. Molasses 2% 4) Shoppers in Pow dered breakfast drinks 2% the iGeneration Toaster pastries shelf stable 2% Millennials Ham canned refrigerated 2% those aged 18Liquid coffee 1% 36 are the most likely purchasers Lard 1% of store brands Figure 4 (97 vs. 94 percent of all shoppers) but also more likely to be high to medium purchaser of these products. This higher purchase appears to be driven by lower disposable income. Additionally improvements in the quality and variety of storebranded foods has also positively impacted this younger generation. (see Figure 4) 5) Nearly two thirds of store brand food purchasers (64 percent) agree once they ve tried a store brand product they are likely to try another. 6) More than one third (37 percent) prefer to buy store brands to legacy brands with 29 percent agreeing that store brands are now more innovative than many name brands. Key Areas of Growth and How Does Gluten-free Private Label Fit In Private label brands also known as store brands home brands own brands and retailer brands are products made by contract manufacturers and are typically sold under a brand name of a retailer or a brand that they create. Since 2009 the economic climate has put pressure on consumers to seek better value brands yet we are seeing that within the U.S. market this has not quite played out with private label sales remaining relatively flat. For retailers private label products offer significant benefits for the consumer as well as for the retailers and their suppliers. These range from cost savings margin improvements greater product variety and shorter lead times for on-trend products. Research has identified that there are shoppers who are interested in specialty store brand foods whether organic non-GMO (genetically modified organism) gluten free and or vegetarian. Interest in specialty products presents an area of opportunity for private label brands to differentiate themselves as a more affordable and high quality alternative to legacy name brands. Glutenfree private label is one category in particular demonstrating significant growth ( 57 percent since 2010). Rationale for gluten-free private label s success can be attributed to Shorter lead times for category entry with private label suppliers. Less risk in comparison to legacy brand flavor profiles that a manufacturer may face when trying to duplicate mainstream brands. Cost savings which can be passed onto consumers relative to main stream GLUTEN FREE RETAILER 13 SUMMER 2015 WWW.GLUTENFREERETAILER.COM SPECIAL REPORT branded gluten-free products which are often sold at a price premium. Continued growth of a range of suppliers world-wide as gluten-free adoption grows in other markets outside of the United States. Greater gluten-free product variety attracting gluten-free consumers to shop the main stream aisles of traditional grocery stores. Shelving location options--both in aisle integration and specialty sections. Attraction of a consumer who traditionally might not shop at traditional retail--gluten-free options have made one-stop shopping available for consumers seeking or needing these products. The current level of satisfaction is rather high 90 percent of those currently eating or use to eat gluten-free foods are satisfied. One third of U.S. adults (33 percent) agree that gluten-free products are higher quality than they used to be. for these products as long as the quality is there. For retailers this is a significant opportunity to attract shoppers and also obtain margin by pricing opportunities that may not be available in the more traditional commodity types of categories that have usually dominated private label retail brands. As a brand champion and trend expert Tricia Ryan has more than 15 years of progressive experience in marketing and communications with a focus on food and consumer packaged goods in the food and beverage industry. She is a principal at the Gluten-Free Agency providing strategic and communication expertise on the gluten-free market. She also leads the Gluten-Free Certification Program in its marketing efforts across North America. She has an MBA in marketing and business and has completed her internship as a registered dietitian. Positive Perceptions But Still Room for Innovation Mintel research confirms that adults who eat or used to eat gluten-free foods as well as those interested in trying them indicate they d like to see more gluten-free varieties of traditional staples like bread (32 percent) pasta (28 percent) and pizza (27 percent). The research also supports that consumers are prepared to pay a price premium 14 GLUTEN FREE RETAILER WWW.GLUTENFREERETAILER.COM SUMMER 2015 NEW GLUTEN-FREE PRODUCTS Ultimate Growth San Diego CA--OmegaLabs USA released Ultimate Growth 2 (MSRP 9.50 0.5-fl.-oz.) a natural and gluten-free clear polish with numerous benefits. Specifically it is an excellent solution for nail-biters. The formula can be worn alone or under and over polish. It helps restore and rebuild weak brittle natural nails and helps them grow healthier longer and stronger. In addition the suggested retail price for a sixpack counter display is 47.50 while a master carton including 12 counter displays is 674.50. For more information call (800) 783-9969 or visit www.omegalabsusa.com. Nutritious Granola Port Washington NY--Nutritious and delicious granola made with 100 percent all natural ingredients Viki s granola is gluten free and has minimal added sugar Unlike other granolas on the market that have harder textures and clusters Viki s Granola boasts a fresh soft chewy texture with ingredients you can pronounce and no artificial aftertaste. In addition it is available in three flavors Viki s Original Granola--a blend of gluten-free oats organic honey almonds pecans and unsweetened coconut Viki s Blueberry Almond Granola--a blend of gluten-free oats organic honey and unsweetened coconut topped with antioxidant-rich dried blueberries and protein-packed almonds for an added boost and Viki s Maple Cranberry Granola--a blend of gluten-free oats organic honey unsweetened coconut and dried cranberries drizzled with pure maple syrup for a touch of natural sweetness. The suggested retail price is 5.49 for 12oz. or 11.99 for a pack of 10 1-oz. on-the-go bags. For more information call (516) 767-8700 or visit www.vikisfoods.com. GoMacro Thrive Viola WI--GoMacro unveiled GoMacro Thrive a new line of its USDA (U.S. Department of Agriculture)-certified organic nutrition bars that include three expertly crafted health conscious flavors including Blueberry Lavender Curry Apricot and Ginger Lemon. Each of the flavors contain ingredients that have been selected to target specific systems in the body--neurological digestive and cardiovascular. In addition to being a healthy snack with only 180 calories each GoMacro Thrive bar contains 3 g of fiber and 4 g of protein. Thrive bars are Non-GMO Project Verified kosher gluten free and vegan certified. The suggested retail price is 1.99 per bar. For more information call (800) 788-9540 or visit www.gomacro.com. Maxi-Slim Pembroke Pines FL--Maximum Slim announced the debut of Maximum Slim Original Green Coffee and Maximum Slim Classic Cocoa in a new 30-ct. packaging. Each formula has been re-worked and enhanced to provide 4-in-1 powerful health benefits and developed from a special blend of natural extracts which preserves the essential health benefits of the unroasted green coffee beans and cocoa flavonoids. The formula provides a healthy way to boost your metabolism control your appetite support your immune system and promote your heart s health. All ingredients are non-GMO (genetically modified organism) dairy- and gluten free and both products are available for 49.99 for a 30-ct. box and 27.99 for a 12-ct. box. For more information call (954) 323-6703 or visit www.maximumslim.com. Heat Protection Spray Beverly Hills CA--Alterna Caviar Repairx Multi-Vitamin Heat Protection Spray is a vitamin-rich spray for women with damaged hair. It corrects existing damage and prevents further damage from occurring instantly helping to repair weak distressed strands while boosting hair s immunity to heat and external aggressors. Antioxidants vitamins A and C protect against free radical damage while B-complex vitamins Biotin B6 and B12 help restore strength shine and body. Vitamin E helps nourish condition and smooth strands ( 30 4.2-fl.oz.). In addition it utilizes Alterna s Age-Control Complex Color Hold Seasilk and Enzymetheraphy and is free of parabens sulfates phthalates synthetic color paraffins gluten DEA and TEA phthalates mineral oil and petrolatum. Clinically tested to protect hair from heat styling up to 450 degrees Fahrenheit Mojito Scrub San Diego CA--Bodyography launched its new gluten-free and vegan Exfoliating Lip Duo a sugar lip scrub (0.26-oz.) and solid lip oil (0.07-oz.). It is infused with powerful antioxidant marula oil to help smooth and condition lips and is rich in fatty acids vitamins and minerals to soothe irritation minimize fine lines and wrinkles and heal and protect the delicate skin of the lips. It also contains avocado oil coconut oil mango butter and shea butter for extra nourishment and healing and is easily absorbed into dry sensitive skin. The duo comes in a compact component with a hidden mirror under the lid and has a delicious mojito fragrance ( 25). For more information call (800) 783-9969 or visit www.bodyography.com. GLUTEN FREE RETAILER 15 For more information call (888) 425-8376 or visit www.alternahaircare.com. SUMMER 2015 WWW.GLUTENFREERETAILER.COM NEW GLUTEN-FREE PRODUCTS Magic Beanstalks Boontown NJ-- Mediterranean Snacks introduced BeanStalks. It is a new delicious snack with giant crunch made from beans tapping into the four snacking mega-trends of gluten free non-GMO has natural ingredients and protein-rich legumes. These snacks offer 4 g of protein and 2 g of fiber and have with 40-50 percent less fat than traditional salty snacks. Ingredients consist of white cannellini red pinto and green pea and come in three mouthwatering flavors such as Sea Salt Cheddar and BBQ. According to the company the retail price for BeanStalks is between 2.99- 3.49 for a 3.5-oz. bag. For more information call (973) 402-2644 or visit www.mediterraneansnackfoods.com. Garlic Bread Boulder CO--Rudi s Gluten-Free Bakery announced the launch of its new GlutenFree Toast available in Garlic and Cheesy varieties. Like all Rudi s Gluten-Free products the Toast carries the Gluten Free Certification Organization (GFCO) GF symbol and is made using only the highest-quality simple and wholesome ingredients the whole family can feel good about eating. Rudi s Gluten-Free Toast (MSRP 5.99) is not only a tasty savory treat but it is also quick and easy to make. The prep is as simple as popping a slice (or two) in the oven at 400 degrees fahrenheit for eight to 10 minutes. For more information call (877) 293-0876 or visit www.rudisbakery.com. 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