Nutrition Business Journal

No Tolerance for Intolerances

As gluten free swings from medical need to diet-industry giant to late-night comedy punch line, what does the future hold?

On Saturday Night Live, it was, “You’re acting like someone put gluten in your muffin.” Stephen Colbert introduced “McGnaw the Gluten Free Beaver.” The “Gluten Free Ebola” episode of South Park ended with scatological catastrophe. A New Yorker cartoonist drew a woman saying, “I’ve only been gluten-free for a week, but I am already really annoying.” Jimmy Kimmel said of gluten, “Here in L.A. it’s comparable to Satanism.”

In most situations, a parody pile-on like that would signal a

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