Gluten-free\ Marché - N°64 of every product. Nevertheless, a label can knowing that all these products have a higher offer a shortcut as it guarantees to consu- cost than their equivalent versions formulated mers a product free from gluten: the icon of with gluten... a “crossed wheat earin acircle”. In 1995, The website of AFDIAG lists the companies the Celiac Society of England, which owns that have signed the license agreement for the the logo, asked each of the European celiac use of this logo. Among the French companies, societies member of AOECS (Association of there is Barilla France, Bjorg, Fleury Michon, European Celiac Societies) to protect the logo William Saurin and some private labels such in its country. Thus, in France, it is AFDIAG as Auchan, Carrefour, Franprix, Intermarché, that fi led a proprietary protection application Monoprix, Naturalia, Système U... At interna- for this logo in 1996 to defend the interests tional level, there is the giant Dr. Schär, agri- of the persons suffering from gluten intole- food groups such as Nestlé, and a whole rance (AFDIAG, press fi le 2018). Thanks to this network of SMEs (Turtle® Cereals - Belgium, system and to a growing tendency towards Nature & Cie - France (see box)). gluten-free diets, which, for some people, are synonymous for “eating healthier,” the product The products offered offering is growing and it allows celiac patients to choose between various products available The whole food offer is available in gluten- in the shelf space and to vary their meals. free versions. As for drinks, vegetable milks Since 1996, gluten-free dietary foods are par- made from rice, millet or buckwheat are tially reimbursed for celiac patients (children available for consumption. In terms of alco- and adults) at a maximum monthly amount holic drinks, there are gluten-free beers. The of €45.73 (based on evidence). In order to problem cereal in these latter is barley. Manu- benefi t from this reimbursement policy, you facturers can either use a new source for need to have a care sheet, keep the receipts their manufacturing process, or extract the and product barcodes... a system that does gluten during the brewing phase. This latter 043 not make things easier for patients. While technique has been used for the marketing FABRICE FY, THE OUTLOOK OF A PROFESSIONAL Nature & Cie was established in 2005 near produce) are marketed. For Fabrice Fy, the Nantes out of the couple of founders’ desire gluten-free diet was brought to light in 2014 to abandon the Parisian lifestyle and launch by tennis player Novak Djokovic, ambassador their own business in the agri-food and organic of the Gerblé brand. As of that moment, sector. At the ONIRIS (Nantes-Atlantic National the gluten-free market saw the arrival of College of Veterinary Medicine, Food Science new entrants, which, although competitors, and Engineering), a professor approached the helped to boost the sector. However, the topic of a public health problem which benefi ted market has been stagnating for two years, from little attention at that time: gluten. After mainly following an article published in the conducting a few market research studies, magazine “60 Millions de Consommateurs,” Fabrice Fy and his companion noticed that which did not shed a favourable light on the products offered were few and, above the companies in this market because it all, of a poor quality in terms of taste and pointed to the presence of food additives in nutrition properties. They therefore seized these formulations. To win back consumers, the opportunity of establishing themselves “scientifi c studies could be a means to get in this market and offering good and organic more credit and above all, to provide evidence Made in France products. In October 2006, on the benefi ts of gluten-freediets, ” Fabrice Nature & Cie launched its fi rst products. Fy says. This could also raise the awareness of Twelve years later, nearly 80 gluten-free and the population of undiagnosed celiac patients organic products (groceries, frozen and fresh and unaware hypersensitive patients. News on Functional & Health Ingredients \ N°64 \ July - August - September 2018 \ ■