The dangerous food fad

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[/audioplayer]The supermarket aisle has become a confusing place. It used to be full of recognisable items like cheese and butter; now you find yourself bamboozled by all manner of odd alternatives such as ‘raw’ hummus, wheat-free bread and murky juices. You have to stay pretty alert to make sure you pick up a pint of proper milk, rather than a soy-based alternative or one free from lactose. Supermarkets have become shrines to ‘clean eating’, a faith that promises happiness, healthiness and energy. Food is to be worshipped — and feared.

As with all growing religions, you know it by its disciples. On The Great British Bake Off, one contestant, Ugne Bubnaityte, has denounced cake as a ‘nutritional sin’ and she hopes to win with low-fat, vegan and gluten-free recipes. Commercially, she’s on to a winner: the market for gluten-free food is soaring and is forecast to grow by 46 per cent, to £560 million, within two years.