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For General Mills, Wheat-Free Items Are Tricky to Make, Cheap to Market

Wall 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 ad campaigns.

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.

 
     
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