For General Mills, Wheat-Free Items Are Tricky to
Make, Cheap to Market
Street Journal | Heath
Mass marketer General Mills Inc. is carving out a niche in gluten-free
food after realizing it could reach eager customers without costly
The company's Betty Crocker brand is rolling
out gluten-free mixes for cookies, brownies and cakes.
The mixes are the first gluten-free offering from a major, mainstream
brand in the cake-mix aisle.
Gluten is a key protein in wheat, but many people react
badly to it.