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Gluten-free is more than a trend; it's a way of life for millions of Americans, with an increasing number of products carrying gluten-free claims. The landscape of what gluten-free options are available continues to expand, although companies must be mindful of the challenges in product development and regulatory oversight before embarking on the journey. Takeaways include: *The gluten-free product landscape and consumer buying trends merit examination. *Regulatory requirements and certifications affect go-to-market strategies. *Nutrition and formulation considerations impact product development timing and opportunities.