General Mills has quietly become one of the biggest names in the gluten-free market.
The New York Times Magazine reports on how the food-industry giant pivoted to focus on the market. The story also addresses the growing prevalence of celiac disease. Celiac patients, whose digestive systems can't process gluten, are the biggest driver of the market, but they're not the only ones. Athletes and other food-conscious types are also snapping up gluten-free Chex, granola bars and the like.
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