Baking & Snack - September 2007 - 69

No Allergens, No Gluten,

NO FEAR

En

joy
Life
Natu
y'
ral Brands ws consumers to 'eat freel
allo
rrying about an allergic reaction from
o
w
t
u
o
the bi
with
g

BY SHANE WHITAKER
or families who have members allergic to any of
the big eight - eggs, fish, milk, peanuts, shellfish,
soybeans, tree nuts and wheat - Enjoy Life Natural Brands must be a godsend. The Schiller Park,
IL, bakery does not use any of these common allergens,
which account for 90% of all food-allergic reactions in
the US, in any of its products.
Enjoy Life strives to be the preeminent allergen-free
brand on the market, according to Scott B. Mandell, cofounder, president and c.e.o. "Our goal is for the Enjoy
Life brand to be synonymous with allergen-free products
and be the gold standard in the market," he said.
In addition to being allergen free, Enjoy Life's products
are all gluten free, which is the fastest-growing segment of
health food products in the country, according to Ranjit
Kadan, a researcher with the
US Department of
Agriculture.

F

The demand for gluten-free products has increased as the
number of people afflicted with celiac disease (CD) has
risen. "Until recently, we thought it was a rare disease,"
Mr. Kadan said. "But that's not so. In 2003, we found that
one out of 133 in the US had it." Overall, about 2 million
Americans are estimated to have CD, an autoimmune intestinal disorder triggered by gluten.
Last year, Enjoy Life became the first company whose
products were certified gluten free by the Gluten-Free Certification Organization, and the group's symbol can now be
found on all of Enjoy Life's packages. Many of the company's products are also marked as vegan, kosher and whole
grain. And because no standard allergen-free symbol exists,
the company developed its own emblem stating that its
products are "free of all common allergens." Enjoy Life is a
company of symbols, quipped Mr. Mandell, while talking
about all of the icons that can be found on the
front of its products' packaging.
Enjoy Life uses the slogan "eat
freely," and it takes pride in focusing on what these consumers
can eat as opposed to what
they cannot eat.

eigh
t.

ᮤ Displaying
the wide variety
of the products
manufactured
by Enjoy Life are,
from left, Nancy
Curby, director
of marketing;
Scott Mandell,
president and
c.e.o.; and Marvin
Rea, director of
operations.

September 2007 / BAKING & SNACK / 73



Baking & Snack - September 2007

Table of Contents for the Digital Edition of Baking & Snack - September 2007

Contents
Baking & Snack - September 2007 - 1
Baking & Snack - September 2007 - 2
Baking & Snack - September 2007 - 3
Baking & Snack - September 2007 - Contents
Baking & Snack - September 2007 - 5
Baking & Snack - September 2007 - 6
Baking & Snack - September 2007 - 7
Baking & Snack - September 2007 - 8
Baking & Snack - September 2007 - 9
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