When word got out that Domino’s new gluten-free pizzas could still be a problem for those suffering from celiac disease, the pizzamakers goodwill efforts fizzled. The big problem is cross-contamination; gluten-free pizzas are made side-by-side with gluten-filled items so only those with a “mild intolerance” should bother to order a special pie.

While it’s nice to get a little buzz for adding options or giving customers perks, it can all just look like a ploy if you’re not going the extra mile to make sure target customers can actually take advantage of what you have to offer.

We recently got a note about Hidden Valley, which has added “gluten free” labeling to its Ranch dressing. According to the company, rye, barley, and wheat were never ingredients in the company’s salad dressing, but only in the past couple of months has it decided to add the logo to its packaging.

“In addition to adhering to labeling requirements, Hidden Valley has taken the added step of auditing its supply chain and securing guarantees that there are no ingredients that contain or are derived from gluten-containing grains,” said Shaunte Mears-Watkins, Hidden Valley’s marketing manager, in an email to PRNewser.

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