Cookie monsters searching for gluten-free treats will soon have more choices.
For the first time in its 83 years, Pepperidge Farm, owned by Campbell Soup Company, is introducing gluten-free products, officials shared exclusively with USA TODAY.
This month, gluten-free Farmhouse Thin & Crispy Milk Chocolate Chip and Butter Crisp will debut in select grocers nationwide, including Target, Albertsons and Publix.
“The snacking industry has evolved over time and in our 80-plus year history, Pepperidge Farm has consistently listened to our consumers and retail partners to understand what are emerging needs, trends and how we can better meet these needs or even improve on them,” Janda Lukin, chief marketing officer for Campbell’s Snacks told USA TODAY.
Cookies will be available at a suggested retail price of $3.89 in the same grocery aisles where other Pepperidge Farm cookies are sold, but shoppers can expect a new look.
Over the past decade, the demand for gluten-free products has grown significantly. According to Statista, a statistics portal, the gluten-free food market is forecasted to reach $7.59 billion this year, with approximately 90 million Americans who maintain a gluten-free diet.
Research suggests the boost in demand can be credited to an increase in medical concerns around celiac disease and broader health and wellness lifestyle choices. Celiac disease, a genetic autoimmune disease triggered by the consumption of gluten, affects at least 3 million Americans, according to the Center for Celiac Disease.
According to the NPD Group, one in four adults are actively trying to cut back on gluten.
"Certainly, over the past decade, the demand for gluten-free has grown. Not only for medical concerns, but also as a broader lifestyle choice," said Lukin. "We saw an opportunity to deliver on what consumers are looking for."
Follow Jazmin Goodwin on Twitter: @jazminkgoodwin.