Gluten free
The company said more than 25% of consumers were cutting down on gluten - at the same time 50% of gluten free eaters wouldn’t sacrifice taste. Hoping to respond to those needs, General Mills introduced products like berry granola and peanut butter biscuits.
“Somewhat surprisingly it is not just sufferers from conditions such as coeliac disease who are buying gluten-free products as 98% of the market is actually made up of non-sufferers,” said Renton.
“This trend is often cited as a result of the public following celebrities who are encouraging a gluten-free diet as a lifestyle choice,” he added.