Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description:  Gluten-free is no longer a niche market. Conglomerates like General Mills and Kellogg’s see profits where there’s no gluten.

Source:  Fortune.com

Date: 08/19/2011

Link:  http://features.blogs.fortune.cnn.com/2011/08/19/food-giants-mine-the-gluten-free-gold-rush/

Questions for discussion:

  • Explain the move by food giants to produce gluten-free products.
  • Do you think the “gluten-free” label can be marketed successfully the same way “organic” and “natural” food labels have in the past?

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