Gluten-free tastes like cardboard? Eat those words!

“If I had a dollar for every time I’ve heard people say that gluten-free food tastes like cardboard, I’d be a rich lady," says Cherie Lyden, the owner of Wholegreen Bakery in Sydney, Australia. "We’ve been proving the sceptics wrong for years, but with The Cardboard Cake we’re taking it to the next level and tackling the misconceptions head on.” Lyden set up the company after she and her daughter were diagnosed with coeliac disease. The condition, whose common symptoms are diarrhoea, stomach ache and bloating, prevents the body from taking in nutrients as the immune system attacks its own tissues after gluten consumption. Gluten-free eating has become increasingly popular as more people are diagnosed with intolerance to the protein, which is found in wheat and all its species (including spelt), and other grains. What do you think of the tongue-in-cheek ad, serving up a 'cardboard' cake created out of delicious ingredients that's designed to get the gluten-free sceptics literally eating their words?

Keywords: Wholegreen Bakery The Cardboard Cake, gluten-free baking,coeliac disease, gluten intolerance, ads tackling misconceptions, The Hallway agency