The contest

It's a way for gluten-free bakers to share their innovative creations and show the world how delicious living gluten freely can be. 

Ten contest finalists will receive a Betty Crocker Gluten Free Baking gift basket, and the grand prize winner will also be awarded a check for $5,000. Finalists will be notified in mid-August, when the public will be invited to vote for their favorite recipe. The grand prize winner will be announced around Nov. 1.

General Mills was the first mainstream food company to enter the gluten-free market, and Betty Crocker gluten-free mixes are the top sellers in the gluten-free baking category. Retail sales of gluten-free products rose from an estimated $935 million in 2006 to an estimated $2.64 billion in 2010.

‘Everything you need’ In addition to the Betty Crocker recipe contest, the General Mills gluten-free website has been changed, and is now a one-stop shop for consumers who are looking for information and products to lead a gluten-free lifestyle.

Previously, gluten-free consumers have had a very difficult time finding the things they needed to manage their diet – products, recipes, medical news, etc.

So GlutenFreely.com includes a wealth of medical information from institutions such as the University of Chicago and the University of Maryland. Also on the site are recipes, blogs and an online store that includes gluten-free products from many other companies besides General Mills.