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Building on the success of the gluten-free products it already carries, Fresh & Easy Neighborhood Market is expanding its range of gluten-free products and creating additional displays to highlight them in stores.

Gluten-free items have always been among the most frequently requested products by customers and in January 2010, Fresh & Easy introduced more gluten-free items, created a labeling system for the products and added a list of all gluten-free products on its website: www.freshandeasy.com/glutenfree.

“We’re giving our customers what they’ve been asking for by expanding our range of gluten-free products and making them easier to find in our stores,” says Denise Webster, food scientist at Fresh & Easy. “Whether people are suffering from Celiac Disease or just want to cut gluten out of their diet, Fresh & Easy is a place where they can get great tasting, affordable food made without gluten-containing ingredients.”

Fresh & Easy already has more than 500 products without naturally-occurring gluten ingredients, and recently added between 15 – 30 additional products to its selection, depending on the store. Some notable additions include a range of Schar products (Europe’s #1 gluten-free range) – including multigrain bread – and Bob’s Red Mill Whole Grain Rolled Oats and Enjoy Life Cinnamon Crunch Granola. Fresh & Easy also carries many own-brand products that naturally do not contain gluten, in addition to not having any artificial colors, flavors, added trans fats or high-fructose corn syrup.

The company has also partnered with the Celiac Disease Foundation to highlight this month as Celiac Disease Awareness month. As more and more people are diagnosed with celiac disease, or choosing a gluten-free lifestyle, Fresh & Easy is offering itself as a neighborhood solution for people who have a very difficult time finding the foods they want and need.

Specific gluten-free products are highlighted through in-store displays in all stores. Additionally, eye-catching maroon and green labels identify many more gluten-free products throughout the store.

Gluten is a protein found in wheat, barley and rye that those with Celiac Disease or gluten intolerances must remove from their diets. It is estimated that in the United States one in seven people have a gluten intolerance, and Celiac Disease affects about 3 million Americans. Those on a gluten-free diet must give up their favorite foods such as bread, crackers, and pasta.

El Segundo, Calif.-based, tesco-owned Fresh & Easy operates 175 stores in California, Arizona, and Nevada.

Source: Progressive Grocer