Indeed, the gluten-free diet seems to be all the rage at present. Used to be that gluten-free diets were once the domain of those dealing with celiac disease. Now, however, consumer research group the Hartman Group reports 93% of gluten-free dieters have never been diagnosed with celiac. Instead, it’s just cool. Why? It wouldn’t seem there would be an upside in the weight-loss arena seeing as many g-free foods replace the gluten-laden wheat flour with other carb-heavy starches. Perhaps it’s merely g-free acolytes like Paltrow who have helped create a market for g-free foods to which consumers are attracted simply because products free of anything have the ring of healthfulness to them. Arsenic-free pancakes? Yes! Cyanide-free yogurt? Get me a spoon! Would a gluten-free product by any other name taste as sweet? Perhaps not but ye olde celiac disease won’t bug you.
Here's a recent GOOP article with a G-Free hook.