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EL SEGUNDO, Calif. -- Fresh & Easy Neighborhood Market is expanding its range of gluten-free products and creating displays to highlight them in stores, according to a Packaging Digest report. Gluten, a protein found in wheat, barley and rye, must be removed from the diets of those with Celiac Disease or gluten intolerances. The company has also partnered with the Celiac Disease Foundation to highlight May as Celiac Disease Awareness month.
"We're excited to give our customers what they've been asking for by expanding our range of gluten-free products and making them easier to find in our stores," said Denise Webster, food scientist at Fresh & Easy. "Whether people are suffering from Celiac Disease or just want to cut gluten out of their diet, Fresh & Easy is a place where they can get great tasting, affordable food made without gluten-containing ingredients."
The grocery store chain already carries over 500 products without naturally occurring gluten ingredients, according to the report, and recently added 15-30 new gluten-free products, with the exact number varying by store. The chain previously increased its number of gluten-free products in January 2010 and created an in-store labeling system for them.
The chain will highlight specific gluten-free products in store displays, according to the report. Shoppers can identify other gluten-free products by looking for maroon-and-green identifying labels.