FORTUNE — The nation's largest food conglomerates are looking to cash in on what was once a tiny niche: the growing number of Americans avoiding gluten, a protein found in wheat, rye and barley.
Until recently that market was addressed by a host of small health-food specialty companies. Now, as the market grows to an estimated $5 billion in 2015 from $2.6 billion in 2010, diversified food giants like General Mills (GIS), Kellogg's (K) and Post Foods (RAH) are aggressively pushing gluten-free versions of their own products, as well as looking at acquisitions to expand their gluten-free footprint.
Their moves are breaking gluten-free products out of the specialty health-food aisle with re-formulations of brands like General Mills' Bisquick, as well as re-branding existing rice-based products like Post's Cocoa and Fruity Pebbles as gluten-free.
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