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.

I walked into my pantry and all I could see was gluten…gluten everywhere. If I walked into that same pantry a week prior, I would see crackers and cookies and cereal, but now all I see is gluten.

I co-founded Enjoy Life 8 years ago, and as I have stated in one of my earlier blogs, I do not have any food allergies or intolerances. However, I have had probably thousands of conversations with our customers over the years about their personal and family food issues.

I thought that I had a great understanding of the challenges that one would face on a daily basis when needing to avoid gluten and/or other foods due to allergies. I have heard the stories about children going to birthday parties and not being able to eat the same way as other children, or going shopping and needing to read labels religiously, or calling up the food manufacturers directly to have the additional reassurance that the products are made in a safe environment and on dedicated equipment, or going to a restaurant and having the wait staff not fully understand why you would ask if there is wheat in the entrée or peanuts in the kitchen.

As a wise man once said, “to understand a man, you’ve got to walk a mile in his shoes, whether they fit or not.” Well, I’m not sure I walked a full mile, but I did walk a few blocks. I decided that I was going to go on a gluten-free diet for two weeks, to try and understand the challenges someone with gluten sensitivity may face, on a deeper level.

In addition to eating our wonderful Enjoy Life products, I also went to my local Whole Foods and purchased some additional gluten-free products. Being in the industry, I already had a head start in knowing which products I could trust. For me personally, it was most difficult to find an acceptable substitute for bread. I tried many, including toasted and untoasted, but was not able to find bread that I really enjoyed. Instead, I just decided to do without (which probably wasn’t the worst thing, because I ended up losing a few pounds in the process).

The part of going gluten-free that I found most difficult was going out to eat. I realized just how scary it can be and how vigilant one must be at all times. I have gotten quite used to going out to eat with friends and colleagues who have various food sensitivities, and thus have seen the process of asking lots of questions of the wait staff to ensure a “safe” meal. However, being the person actually asking the questions turned out to be quite a bit different. I questioned everything…Was the broth made with flour? What do they use as a thickener in the sauce? Do you use separate utensils? I started to understand the challenges even further… Did this waitress “get it”? Is the restaurant gluten-free friendly? If I don’t feel 100% confident, do I still eat the food, or do I change my order?

As careful as I tried to be, I definitely made a mistake one evening when I went out to dinner with my family, my brother’s family, and my parents. The restaurant had a hors d’oerves buffet and since I was starving, I couldn’t wait to dig in. The Swedish meatballs looked great, as did the spicy Buffalo wings (I love spicy food). It’s not that I was totally oblivious to the fact that I was on a gluten-free diet, it’s just that I did not go through the whole process in my head about what happens in the kitchen with these items. At face value, I was eating meat and chicken… no big deal, right? But of course, as many of you know, these items are usually dusted or rolled in flour (and not the gluten-free type).

My gluten-free experience was a great help in understanding what our valued customers deal with on a daily basis. I know that the big difference, and something I could not replicate, is the sick feeling I should have had after eating those meatballs and Buffalo wings. And although I did not walk a full mile in your shoes, I think by walking a few blocks, I accomplished at least a few things. First, it has increased my appreciation for those who truly need to be vigilant on a daily basis even further. And second, it has increased my desire to continually strive for excellence at Enjoy Life, so that our foods are known not for being gluten-free and free of all the common allergens, but rather for being great tasting, better for you foods that are perfect for everyone!