General Mills will release gluten-free cheerios this fall; it plans to air the touching background story that inspired the gluten-free move in an ad that will first air on TV during the Emmy Awards. ~1% of the U.S. population is celiac, and ~30% of the population is avoiding gluten. Going gluten-free worked “wonders” for Cheerios' sister-brand Chex, and General Mills hopes it will help the company booster sales (sales to U.S. retailers fell 1% in Fiscal 2015- Cereal had a net sales decrease of 3%). - Link