Kraft Foods’ Oscar Mayer brand is marrying consumer insights with compelling product innovations by making the full line of Oscar Mayer Selects gluten-free.

“The gluten-free diet is growing in popularity, and Oscar Mayer wants to provide consumers with choices at the grocery store,” says Heather Buettner, senior director of new product development. “At Oscar Mayer, we’re always listening to consumers, and we’re hearing that shoppers are looking for gluten-free foods. Our social media listening revealed that conversations around gluten in cold cuts and hot dogs are up more than 250% vs. a year ago. With an entire line of gluten-free cold cuts, hot dogs and bacon to choose from, Oscar Mayer provides consumers with a wide range of affordable choices they can feel good about.”

Oscar Mayer is said to be the first brand to offer no artificial preservatives, flavors or colors across a complete line of meat products with its Selects cold cuts, hot dogs and bacon. Selects poultry and pork products also have no added hormones.