In an effort to be a player in the ever-emerging G-F market, some companies are taking it to a higher, or maybe lower, level. I just saw a whole new tagline: Sans Gluten-Free. You know about double negatives so I guess this means it’s chock full of glutinous ingredients. For those who missed the first day of French class, “sans” means without. That means this product line, stated another way, would translate as “without or lacking” gluten-free properties which means it’s got gluten. Not. It’s actually a product line from a well-regarded supplier in this market space: Glutino, a French-Canadian company that has many of its products supplied from Israel.  Most significantly, they offer an extensive product line!

You gotta laugh as so many companies are trying to rush out products to meet this growing market where cost becomes second nature as a bag of Glutino pretzels costs almost $7. Seriously, the price makes it prohibitive for many which is often the overriding G-F product problem. Or, you can really indulge and go to the big box merchant Amazon and buy 12 bags for over $70–not enough of a savings to warrant the big shell out. You’ll seldom run out. Amazon is smart like that and understands the captive audience syndrome so they have a frequent shipping plan which lowers the price considerably! 

Sans gluten works BUT sans gluten-free has its own marketing snafus. It sends a different, albeit humorous, message. Test it out: Walk into a Whole Foods aisle and exclaim “Sans Gluten Free,” and you’re guaranteed a laugh from nearby shoppers.

True.