General Mills’ gluten free website appears to be fading to black as gluten free becomes more mainstream.

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Successful gluten-free businesses are suddenly coming to a close — “….the unthinkable happened….Gluten-Free went mainstream,” says one gluten-free business owner in the Twin Cities who’s just days from closing his doors. Is the gluten-free diet trend actually killing some gluten-free businesses?

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I don’t know which one is more emotional for me: the excitement when a new product starts or a new gluten-free friendly store opens or the disappointment when a gluten-free product is discontinued or the store closes. Well the disappointment has set in with a great gluten-free shop — closing it’s doors.

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