If you’ve been to a grocery store lately, you’ve probably noticed a pretty dramatic increase in the number of gluten-free products. Once relegated to a special diet section, gluten-free, and to a lesser extent, allergy-friendly, have started to go mainstream thanks to high-profile “practitioners” of the “lifestyle” (celebrities and sports stars touting the diet as a weight-loss strategy or a performance enhancement). I use quotes, because many of those bringing attention to the so-called “diet” do not have celiac or any other number of food-related allergies or intolerances, but have opted to shift their diets. In fact, in some circles, it has become a bona fide fad. In the last two weeks there have been several articles (for instance this one from The Daily Beast and this one from the Wall Street Journal). These articles detail a new interest in gluten-free, while also discussing the fact that gluten-free processed foods, are still by and large processed food, albeit “safe” to eat for those adhering to a gluten-free diet.

For those with multiple food allergies, a simple “gluten-free” statement on the front of a package or in the ingredients isn’t enough. Many gluten-free baked goods rely upon a rogues gallery of allergens for functionality: eggs or milk protein for structure, butter for flavor, nuts and/or soy for texture or protein. Additionally, a significant number of manufacturers rely on starches and “white flours” to create a more neutral-flavored wheat analog in their products. Corn, potato, rice, and tapioca are almost always at the top of the ingredient statement. According to Shelly Case, a registered dietician with the Celiac Disease Foundation who was quoted in the aforementioned Wall Street Journal article, “many packaged gluten-free products are even higher in carbs, sugar, fat and calories than their regular counterparts, and they tend to be lower in fiber, vitamins and iron. Gluten-free does not mean nutritious.”

At Enjoy Life we try to formulate snacks that can be enjoyed by many, without entirely sacrificing nutrition. Yes, our cookies are sweet and taste like cookies – but we use a good amount of sorghum flour, a grain with a sweet toasty flavor that is a good source of protein and fiber – instead of a combination of starches that lack both. We want our products to be safe to eat for many with food allergies and to taste good, while maintaining some nutritional integrity. At the same time, we know we’re know we’re making sweet treats; we just want to make them a little better than the other available options.

In the future we’ll be looking at other grains and sweeteners as we continue to improve and diversify our offerings. One thing we promise, though, is to always keep our ingredients safe for you.

A few weeks ago I was commuting to work (also known as traveling for business) and deeply engrossed in revising a sales presentation for an upcoming appointment. As you can imagine, the presentation shares a strong message on who we are, why we are special, and why the grocery account really MUST carry our products in their stores. Anyway, I was quickly scanning the flow of the presentation when I felt a gentle tap on my left shoulder. I turned around to find the lady sitting in the row behind me smiling at me. She immediately launched into an apology for reading over my shoulder and proceeded to share that she is severely lactose intolerant, and had recently purchased our granola, which she loved. She could barely contain her excitement at meeting an actual representative of the company!

It was a delightful chat that ended abruptly when I felt another tap on my right shoulder. I turned around to find a gentleman kneeling in the aisle, smiling broadly at me. He, too, began with an apology for reading my presentation from his seat (three rows back, clearly his mom fed him carrots when he was a kid). The next few minutes of conversation encapsulated the whole purpose of my work with Enjoy Life… He shared with me that his young daughter had recently developed severe and potentially life-threatening food allergies. His daughter was literally at the physician’s office undergoing additional testing, as we were chatting at 30,000 feet. He was beyond thrilled to learn about products that are free of the 8 most common allergens, almost coming to tears at the discovery. This meant his daughter could now freely have cookies, and chocolate, and snack bars! I gave him some coupons, made a few suggestions on where he could find our products, and a business card with the assurance that if he needed to chat or had any questions, to call me. He announced that he would be calling his wife when we landed, and I could hear him on the phone enthusiastically sharing his great discovery before we even got off the plane!

Oh I know that may sound a little mushy, but it really is a ton of fun, and talk about a cool job! I just helped a little girl eat chocolate again! So I have been thinking about this. Maybe the Enjoy Life team should wear a logo button or an Enjoy Life shirt when we’re on the road, so that you can spot us in the crowd. It would be like the “Where’s Waldo” of the food industry. How much fun would that be…we could give away some awesome free product if we are spotted in a grocery store, in an airport, or high up in the sky. We love chatting with you, so I hope you will stop us if you see us. I speak for the team when I say that we want to hear your stories, we want to chat with you, and we absolutely want to hear how you or your child’s life has been changed.

Talk to me…I’m listening!