how much has this business really boomed? >> in terms of the overall u.s. foods sales of products labelled gluten-free. these are foods like yoeg you tell that may have been glount -- gluten-free before the sale, now it's selling more. some people have a legitimate disease called siliac disease that's an auto immune response to eating gluten that can damage intestines. it's less than 1% of the population. you throw in people who have gluten sensitivities, that is about 6% of the population or roughly 12 million people but a recent survey found that a third of americans surveyed, that would be about 100 million people overall if you extrapolate the numbers, are avoiding gluten so a lft people are jumping on this food fad for no other reason that it is being