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General Mills Launches, a One-Stop Online Resource for Gluten-Free Community

Posted Mar 02 2011 1:04pm

Thanks to growing national awareness campaigns led by the National Institutes of Health, celiac disease support organizations, patient advocacy groups, and food manufacturers, the gluten-free food industry is booming. In 2010, Packaged Facts says sales of gluten-free specialty foods topped $2.6 billion and projects sales will soar up to $5 billion by 2015.

With so many new gluten-free products on store shelves and online resources galore for managing a gluten-free diet, consumers now have an incredible new one-stop shop to find everything they could possibly need for living a happy and healthy gluten-free lifestyle—it’s all at .  

Screen shot 2011-03-02 at 1.03.02 PM

The new site—created through a partnership between General Mills and Brand Journey Venturing—offers consumers more than 400 gluten-free products for online purchase including the more than 250 gluten-free General Mills products, as well some of everyone’s all-time gluten-free favorites. You’ll find Pamela’s Products amazing baking mixes, Udi’s gluten-free breads, Glutino breadsticks, and San-J sauces, and, even some of the most popular gluten-free cookbooks.  In addition to selling food products, the website offers hundreds of nutritious and delicious recipes, expert medical suggestions and dietary advice for living a gluten-free lifestyle, blogger commentary, coupons and exclusive gifts for consumers.

The site has been years in development. It all started with General Mills listening to consumer demands for more options and better tasting gluten-free foods. Not only did General Mills partner with leading medical centers ( University of Chicago Celiac Disease Center and the University of Maryland Center for Celiac Research ) to build the site, but they also reached out to top gluten-free, allergen-free bloggers around the country for insight on what the gluten-free community really needed. They flew a group of us out to their headquarters in November for a bloggers’ summit where each of us was able to offer ideas and insight for what the final site should look like. I’m proud to say that General Mills definitely listened to us bloggers and has created a site that truly reflects the need of our gluten-free community.

The site launched today and allows users to log in using a Gmail account, Facebook, or several other online tools. Check it out now at

For a full review of the new website and the exciting projects going on at General Mills, exclusive interviews and incredible recipes, be sure to check out the Spring issue of Delight Gluten-Free Magazine , on shelves on April 15, 2011. To ensure a copy is delivered right to your doorstep,download the  Subscription Sign-Up !  

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