Betty Crocker has added two more products to its gluten-free range: gluten-free sugar cookie mix and an all-purpose gluten-free rice flour blend.
The firm hopes to tap into continuing consumer demand for gluten-free foods.
Supermarket News December 2012 projected that gluten-free food and beverage sales will exceed $6.6bn by 2017, as more and more consumers opt to cut out wheat flour based foods in response to perceived health benefits, mild intolerance or in some cases celiac disease. The NPD Group estimates that nearly 28 percent of consumers seek out gluten-free foods.
Discussing the new products, Betty Crocker's marketing manager Robert Dircks explained that "now beginner to expert-level gluten free bakers can use Betty Crocker mixes or create delicious recipes from scratch."