Whole Foods recently announced that they are discontinuing their 365 Everyday brand of gluten free mixes. A spokesperson from Whole Foods said the decision was made due to low interest in the brand. However many Whole Food stores will be carrying the Glutino brand of gluten free mixes instead.
I was at a Whole Foods store in Massachusetts yesterday and saw a large selection of the 365 Gluten Free mixes on sale. With more and more individuals going on a gluten free diet and more and more manufacturers creating gluten free mixes and products, one has to wonder whether the market has become too saturated.
I have not tried the 365 brand of mixes and therefore can not comment on their taste and quality. It's hard to say whether the low interest was due to poor marketing and packaging design, a poor product, or the case of a large company choosing not to compete with the many products that are now on the market.
It is interesting that this announcement comes shorty after General Mills released their own line of gluten free mixes into many grocery stores.
If you are in search of gluten free mixes, you might want to stop by your local Whole Foods and see if they are on sale in your area.
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Ruth LovettSmith is the mother of a child with multiple life threatening food allergies and founder of Best Allergy Sites: an online food allergy directory
and resource guide.
Hi there! Reid here from
Hi there! Reid here from Whole Foods Market's Global HQ.
We are so sorry for not jumping in here earlier to provide more accurate information. While it is true that you won’t find Gluten Free Baking Mixes labeled with our 365 brand name, we are transitioning back to the Gluten Free Pantry products that were moved out to make room for the 365 versions. We have worked with the folks at Gluten Free Pantry to deliver the same products at the same size and retail. This is really a label transition and not a discontinuation. You will still have access to the great taste you enjoy today with these gluten free products. We know that the products we sell fill a unique need for gluten-free customers and we are truly sorry we didn’t get out in front of this and explain better earlier. If you have any further questions about this, please feel free to send them to customer.questions@wholefoods.com and we’ll get some answers for you.
Thanks for understanding!