On May 18, PepsiCo's Frito-Lay division announced that it was endeavoring on a multi-year mission to properly validate many of its products as gluten free with a custom label on its packages to inform customers.
The food giant makes this announcement as May is National Celiac Disease Awareness Month. Celiac disease is a digestive disorder where affected individuals are unable to process common grains such as wheat, barley and rye. The only cure is to adhere to a diet of gluten-free products. It's estimated that nearly 3 million Americans have celiac disease.
Because the vast majority of Frito-Lay's products are made out of corn or potato, it may be nearly impossible to completely eliminate gluten. So, Frito-Lay is developing a validation and labeling system based on the Federal Allergy Research and Resource Program (FARRP) in conjunction with the Celiac Disease Foundation (CDF) and the Food and Drug Administration (FDA).
Essentially, the major food manufacturer will test its finished products to ensure they contain less than 20 parts per million of gluten before labeling it with a "gluten free" claim. These levels were determined in accordance with the previously mentioned authorities.
"Gluten free shopping can be stressful at times, especially for those newly diagnosed [with celiac disease]," says Alice Bast, the president of the National Foundation for Celiac Awareness. "The transition to the gluten free diet is easier when familiar brands already in the pantry make a gluten free commitment. Frito-Lay's effort to provide its customers with easy-to-access information is commendable and we would like to see more national brands embrace this level of clarity."
While major food manufacturers such as Frito-Lays commit to using custom labels on their products to better inform consumers, local grocers and retailers may benefit from designing custom labels, as well, to improve customer clarity and satisfaction.