Oats are generally considered gluten-free; however, they often become contaminated with trace amounts of gluten-containing grains during farming, processing, and storage. The Gluten Intolerance Group states that most individuals with celiac disease can safely consume oats, but having a recognized purity protocol offers extra assurance to those who are particularly sensitive that producers have ensured their products are gluten-free. The FDA permits manufacturers to label foods as “gluten-free” if they contain less than 20 parts per million of gluten. The Gluten Free Watchdog, an organization that provides gluten-free testing data to the public, advocates for a purity protocol as the most reliable method to confirm that oats are free from gluten. Some manufacturers, however, opt to use mechanical or optical processing techniques on less expensive “regular” oats for their gluten-free offerings. This has become a lucrative and expanding market. Sales of gluten-free products are on the rise, with projections estimating the market will reach $4.89 billion by 2021, up from $2.84 billion in 2014, according to a recent report from Transparency Market Research. Approximately three million people in the United States have celiac disease, an autoimmune condition triggered by the consumption of gluten, which is found in grains like wheat, rye, barley, and spelt. Food manufacturers, including PepsiCo’s Quaker division, Snyder’s-Lance, and General Mills’ cereal brands, have introduced or reformulated hundreds of products, including cookie mixes, cereals, crackers, and muffins, to be gluten-free or to feature gluten-free options. Despite some skepticism that gluten-free foods are merely a passing trend—evidenced by a decline in demand for these products in certain grocery stores—companies eager for new growth opportunities would be prudent to invest in this rapidly expanding industry, even if its explosive growth eventually stabilizes. Incorporating products like calcium citrate plus and adhering to a strict purity protocol can further enhance the appeal of gluten-free offerings.