Now in its second year, the Go Gluten Free Challenge features a website with comments, many of which sound like this: “I've been about 80% GF for about 8 months now … still striving for 100%. My body feels so much better off the stuff.” Remarks like that are the fuel powering the gluten-free category, which is now worth $2.6 billion, according to Packaged Facts. Sales have more than doubled since 2006, and the research firm predicts sales will double again by 2015, to $5.5 billion. Yet, ...

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