By David Fowler
Yes, you read that right.
The marketing wizards at Domino’s are offering a “gluten-free” crust that may get contaminated during preparation and is therefore not recommended for Celiacs.
While the gluten-free fad diet for non-Celiacs has been somewhat helpful in raising Celiac awareness in recently years, Domino’s is now creating a confusing new class of products that claim to be “gluten-free” but are not free of gluten enough for Celiacs to consume them.
Meanwhile here in Canada, Boston Pizza figured out how to do it right and as a Celiac I have enjoyed their gluten-free pizza many times without incident.
So, next time you are visiting the U.S., be sure to get out your reading glasses and check the fine print on those packages with large “gluten-free” text on it. There maybe an asterisk saying “not suitable for Celiacs”.
In fairness to Domino’s, you can read their side of the story in the full press release below the break…
Please note: This article is my opinion only and does not necessarily reflect that of Kelowna Chapter or the CCA. Have your say. Use our comment box below.
Domino’s Pizza Becomes First National Pizza Delivery Chain to Offer Gluten Free Crust
Domino’s partners with National Foundation for Celiac Awareness, introduces product for customers with mild gluten sensitivity
ANN ARBOR, Mich., May 7, 2012
Domino’s Pizza is responding to the needs of choice consumers, today launching a Gluten Free Crust available in all of its nearly 5,000 U.S. stores and becoming the first national pizza delivery chain to offer such a product.
Domino’s Pizza (NYSE: DPZ) consulted with the National Foundation for Celiac Awareness (NFCA) to ensure its products and team member training meet the standards of the foundation’s GREAT Kitchens Amber Designation. NFCA’s GREAT Kitchens is an official credentialing program that has expanded to include restaurants offering gluten free products with varying kitchen practices, therefore suitable for those with gluten sensitivity under the Amber Designation.
Domino’s new Gluten Free Crust provides a great-tasting option for consumers who previously could not enjoy pizza from the recognized world leader in pizza delivery because of sensitivity to gluten – a protein found in wheat, rye and barley.
“Many of our customers have asked for a gluten free crust, and Domino’s is excited to offer a product to customers with mild gluten sensitivity – as well as partner with the NFCA, which has been instrumental to our learning more about how to take this step,” said J. Patrick Doyle, Domino’s Pizza president and CEO. “The prevalence of gluten sensitivity has become a real issue with significant impact on consumer choice, and we want to be a part of the solution. Now, the whole group can enjoy Domino’s with the addition of our new Gluten Free Crust.”
While Domino’s new Gluten Free Crust is appropriate for those with mild gluten sensitivity, Domino’s and the NFCA do not recommend it for those with celiac disease. Domino’s and the NFCA found that while the crust is certified as gluten free, current store operations at Domino’s cannot guarantee that each handcrafted pizza will be completely free from gluten.
“The NFCA is thrilled that Domino’s Pizza has developed a product that will improve the quality of life for many of the estimated 18 million Americans who are gluten sensitive,” said Alice Bast, NFCA founder and president. “Not only is Domino’s Gluten Free Crust a huge win for much of the gluten free community who can now get pizza delivered to their door, it’s also delicious. Customers aren’t going to believe they’re eating a pizza made on a gluten free crust when they try it. And the variety of fresh toppings that are available is a giant leap ahead.”
In an effort to remain open and informative about Domino’s Gluten Free Crust, Domino’s has created a video on YouTube that allows customers to decide whether this product is suitable for their diet, found here: www.youtube.com/user/dominosvids.
“Offering Domino’s Gluten Free Crust is a big step for us, and we wanted to make sure we were doing it right,” said Doyle. “Domino’s is doing that by partnering with experts at the NFCA and by empowering the gluten sensitive community with the information they need.”
Domino’s new Gluten Free Crust is available in stores across the U.S. in a small, 10-inch size only, and prices vary by store.
Domino’s pizza made with a Gluten Free Crust is prepared in a common kitchen with the risk of gluten exposure. The National Foundation for Celiac Awareness supports the availability of Domino’s Gluten Free Crust, but cannot recommend the pizza for customers with celiac disease. Customers with gluten sensitivities should exercise judgment in consuming this pizza.