You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Gluten-Free Food Fad Gaining Momentum Among Marketers Few Are Truly Sensitive to Grain Protein, But Brands Cash In on Those Who Embrace Perceived Benefits By E.J. Schultz, Published on September 16, 2013 7 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.