Kay’s Naturals

Describe the state of the gluten-free industry today.

The offerings in the gluten-free market have expanded considerably, giving consumers a great array of choices. This is the positive side. Unfortunately, despite what some believe, gluten-free is not synonymous with healthy. Many of the choices contain the same sugar, salt and fat offered by the traditional market, with the distinction of being in a gluten-free format. 

Is it that consumers’ needs are changing or marketers are just more attuned to their needs? 

It is probably both. Consumers are becoming more educated in nutrition and aware of the impact of food on health. Marketers are responding to this demand with better quality options. 

What is happening in the gluten-free industry today?

This is a unique market in which the needs of consumers were neglected for so long. Any company that recognized the necessity for gluten-free products in the early stages of the market did so because they had a genuine desire to serve their customers by offering products that helped them get and stay healthy. This long-ignored customer base appreciates the risk these companies took. During this time companies were able to build a loyal base, while developing quality products. 

As long as quality continues, these companies will continue to do well, because they are trusted. Trust is critical in this market and gluten-free consumers are active on social media. A breach of trust would spread quickly through the community. Companies newer to the market will succeed as long as they offer the consumer quality at a reasonable price and continue to respect the health needs of this consumer base.  

How does Kay’s Naturals stand apart from others offering similar products?  

We recognize that the gluten-free consumer also wants healthier choices than they find in the traditional aisles. Our award winning line of high protein cereals and snacks is unique in any category. We do not offer the usual sugar, salt and fat. 

We offer great tasting, nutrient-rich products that have 12-grams of protein in a 34-gram serving, with 4-grams of fiber and 3-grams of sugar. This is as much protein as you get in three small eggs and as much fiber as a medium apple. Because of the healthy nutritional profile, doctors and dietitians nationwide often recommend our line of 17 different products to their patients. 

Unlike some companies, our manufacturing plant is a dedicated facility for certified gluten-free (GFCO) products and is kosher certified. We are also Global Food Safety/BRC certified.

Why offer gluten-free?  

The proof is evident. Many consumers are avoiding gluten due to celiac disease, gluten intolerance or personal preference. As consumers take a more active role in their health through the food choices they make, manufacturers and retailers would be wise to respond.  

What new products is Kay Naturals working on? 

For 2017, we are working on products made with non-soy sources of protein to accompany our soy line. 

What factors will drive change in the gluten-free category going forward? 

There is a strong trend among consumers today to reduce sugar, salt and fat. Companies that find ways to reduce these ingredients while increasing protein and fiber in their gluten-free products, rather than blindly mimic traditional snacks and cereals, will do well.