Sensitive diet products—gluten-free, allergen-free and intolerance-friendly—are big, big business today. They’ll be Bill Gates big by 2017, when the global market is predicted to crest $26 billion (1). It’s a classic case of supply meeting demand. The result for those with special dietary restrictions is increased selection and a more fulfilling experience with their food. The implication for product makers certainly involves more profit, but there’s also an imperative to continue to satisfy, reach out to and protect their new customers.