Beware of Over-use Claims of “Gluten Free” on Labels

Do brands need to include the “gluten free” claim on the label of every product that is “gluten free”? In a word, NO! Moreover, in many cases it is unnecessary and confusing for the consumer.

Why do brands overuse the “gluten free” claim?

More and more, you hear gluten-free this… and that gluten-free that… and people asking whether what they like on the menu contains gluten.

As with other label alerts (think “contains nuts”), gluten-free claims are appearing on every label and, in my opinion, thus confusing the consumer. For example, I have recently seen water labels marked as gluten-free. Really? Is this necessary?

Most marketing departments would say, “Sure! Go for it. It can’t hurt sales.”

The overuse of the term “gluten free” is really too bad because the gluten free claim is important for those suffering from celiac disease.

Why are brands increasing the number of claims labels even? In my opinion, putting more claims on labels sometimes increases revenue to the manufacturer.

Marketing firms suggest the claim as a way to differentiate themselves from their competitors. It is also possible that the consumer will pay more for a pint of ice cream just because it has the “gluten free” claim on it because they believe it is a “healthier” product. The claim can offer the illusion that an ice cream manufacturer took extra care and effort in making a gluten free vanilla when in reality this is not the case.

What is gluten?

What is gluten and what products typically contain the protein?

Gluten is a general name for the proteins found in wheat (durum, emmer, spelt, farina, farro, KAMUT® khorasan wheat and einkorn), rye, barley and triticale. Gluten helps foods maintain their shape, acting as a glue that holds food together. It can be found in many types of foods such as cookies, cakes, brownies, bread, cookie dough, crackers, pasta and cereal to name a few.

When is the “gluten free” claim unnecessary?

So why is an ice cream consultant talking about “gluten free” claims on labels? I am frustrated when I see vanilla, chocolate, strawberry and many other ice cream flavors with the “gluten free” claim on the label when they do not contain any bakery-type ingredients.

For example Breyer’s Ice Cream labels 36 of its flavors “gluten-free” and most of them have never included gluten.

Look at the list they are proud to display on their site.

As a consultant in the ice cream and non-dairy frozen business, I suggest to clients that it would be more consumer-friendly to label a product with a “Contains Gluten” warning as in the case of an allergen alert, “Contains Peanuts.”

As in other marketing ploys, manufacturers make claims and statements almost as an endorsement: with the sole intention of selling more product and realizing additional profit. It is like making a statement “everyday there is a slight chance of rain,” as opposed to “today there is a very high probability for rain.”

The second claim is much more helpful and, most importantly, useful. Breyer’s makes a few flavors containing gluten such as Cookie & Cream and Cookie Dough, but you won’t see the words “Contains Gluten” on the package. The Dairy Dish lists a number of manufacturers and the corresponding flavors with and without gluten.

I am a huge proponent in truth in labeling, because I believe the consumer is entitled to understand – without effort – what is inside the container. If you are not affected by the added protein ingredient, you are fortunate and grab what you like. If you are sensitive and have an allergic reaction to ingredients containing gluten, know that you can enjoy many flavors even if the label does not include a gluten free claim.