The "free from" aisle in the supermarkets in the UK now just seems to mean gluten-free. The dairy-free shelf space is being shrunk in favour of gluten-free biscuits,cakes, breakfast cereals and other completely unnecessary and nutritionally void stuff. Personally I buy gluten by the kilo and add it to stuff. But I can only buy it online, my health food store used to stock it but it has gone recently. I bet they had loads of people go up to them and say, "how can you stock this in a health food store? It's poison, you know ...".