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Changes to the contemporary food system, including meals and eating patterns, have occurred quickly. One such change over the past 30 years has been the increase of commercially produced foods aimed at food allergies and intolerances and ‘free from’ dieting. The gluten free diet has recently emerged as a popular diet trend in Western countries, outpacing its origins as a treatment for celiac disease. This thesis uses material from the U.S. and Sweden where the prevalence of celiac disease hovers