In today's Health Matters, sustaining a gluten-free diet was almost impossible, a few short years ago. The protein is in a lot of foods, and it may aggravate a long list of symptoms.

But now, there are now more choices for people trying to avoid gluten. Gluten is the protein found in wheat, rye and barley. People find that they either have a complete intolerance to it, with celiac, or they have certain levels of sensitivities.

With demand for such products expected to expand, tenfold, over the next five years.The entrepreneurs are cashing in.

Where's the demand coming from? An increasing recognition that we are what we eat.