[mbarrett]

satisfying a taste and product differentiation is the main driver. the body loves sweets, salts and fat and who wants wheat bread when you can have honey wheat bread.

Some blame comes down to the producer and marketing trends, gluten is a good example. Up until recently, gluten free had no regulation with using that on packaging. http://www.fda.gov/food/guidanceregulation/guidancedocuments...

When discussing this with friends, I use the example of sodas being marketed as caffeine-free, rather than caffeine added. They are all caffeine free to start.