I'm in now. >> today with more people being diagnosed with celiac disease, the market for gluten free products has exploded. >> if you look at the market, you know, north america in 2003, the market was very limited, witwasroughly $100 million. >> in this year alone, it's valid at 4.2 billion dollars. a gluten-free lifestyle isn't cheap. >> i do not leave the health food market with under $100, and i probably go food shopping three or four times a week. >> and that's just for you. me.hat's just for that's just for me. that's fresh fruit and vegetables. i always buy organic, but it's expensive....