RUleS OF eNGAGeMeNT After years of waiting, on August 5 of last year the Food and Drug Administration (FDA) issued a final rule defining “gluten-free” as less than 20 ppm (parts per million).released new rules Friday defining exactly what "gluten-free" on a food label means. This new federal definition standardizes the meaning of “gluten-free” claims across the food industry. It requires that, in order to use the term "gluten-free" on its label, a food must meet all of the requirements of the definition, including that the food must contain less than 20 parts per million of gluten. The rule also requires foods with the claims “no gluten,” “free of gluten,” and “without gluten” to meet the definition for “gluten-free.” WHAT’S NexT? Although gluten free has been the buzzword in food in the last five years – and has been showing tremendous growth, the gluten free category is only a subset of a larger “free from” category. All in, there are some 20MM US consumers who purchase gluten free products. When you expand that scope to look at the potential customer base for all “free from foods,” the universe expanse over 6 times to 130MM US consumers! Not only does the consumer base increase exponentially the market baskets also double in size from $46 to $102. And this customer even shops more frequently – up to 5 times more than the average shopper. And they are shopping several areas of the store: Now that’s a customer you want in your stores. And why not make them feel welcomed by establishing a “Free From” section in your stores? Since some 36% of all customers are looking for foods free of allergens I believe establishing a Free From section in your stores will only drive sales. To find out more about key items to include in your store’s Free From section please contact your KeHE Sales Representative or you email me directly at beata.pabian@kehe.com May-July 2014 OnTREnD 105