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April 10, 2008
Disturbing Gluten Digest Enzyme Ad
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Kim found this ad in the March issue of Vegetarian Times. You know it's not our style to rain on anyone's parade, but we were concerned that this information might mislead someone. I didn't know whether to just ignore it, or to bring it to your attention, so I ran it by Dr. Peter Green at the Columbia University Celiac Disease Center and these were his comments:
"This advertisement is misleading. There are currently no rigorously tested enzymes on the market that digest all ingested gluten. There is currently considerable expenditure on the development of enzymes that digest the usually very resistant gluten molecules. Unlike lactose that requires just enough lactase to eliminate enough lactose to let people be comfortable, gluten needs to be fully digested. The enzymes need to be tested in the test tube, on animal models, and in humans. The enzymes have to be proven safe and very effective. This drug development is very expensive. The investors in the development of these drugs will need to recoup their investments so the drugs will not be available OTC. They will be prescription drugs. In addition, the ad states that there is amylase activity. That is irrelevant because amylase is a carbohydrate with nothing to do with gluten. This ad is misleading and should be challenged."
What do you think about this?
Posted by Kelly | Permalink
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Comments
My thoughts on this is that even if there was something on the market today that would enable me to eat things with gluten in it, I would not take it. I have adjusted my diet and have become very comfortable and more healthy by not eating all things gluten. I have no desire to go back to what was, for any reason. If anyone had ever been in my shoes, and had experienced the embarrassment I had that was caused by eating wheat, they would probably feel the same way about as I do.
And thank you, Celiac Chicks, for bringing the good as well as the bad to the attention of the gluten free world.
Posted by: Karen | Apr 10, 2008 11:55:52 PM
I'm really bothered by this. There are already too many misconceptions about Celiac.
And I'm not sure I'd use a product that HAD been properly tested and vetted. Seems like asking for trouble, since what we're dealing with is an autoimmmune disorder, and not just an allergy.
Posted by: terry | Apr 11, 2008 12:46:52 AM
This definitely sounds as if it should be challenged by FDA or other agencies that regulate such claims. Sounds almost as if they are claiming drug status- because many gluten intolerant folks are Celiac, which is a disease, and this could be interpreted as being recommended for them. (um, since they appear to be trying to appeal to Celiacs as well..??)
A little frightening, actually.
Posted by: Jane | Apr 11, 2008 12:59:08 AM
Hopefully, anyone who has had to be gluten free for more than a minute and a half, reads the LABEL! As with any OTC drug, promising what no one else can do, is a kin to selling snake oil. Buyer beware.
Thank you Dr. Green for spelling it out..
As always, bravo CeliacChicks!
Deb Shear
Posted by: Deborah Shear | Apr 11, 2008 7:51:50 AM
Kelly -
Thank you for find this!
This ranks up there with doctors who have been told by their patients that they grew out of celiac.
I'm going to post on my site as well to spread the word.
Rob
Posted by: Rob Deichert | Apr 11, 2008 8:53:07 AM
Here's the article from the last Westchester Celiac Sprue Support Group Newsletter:
Take A Moment To Be Certain…
Take A Moment To Be Sure...
Being an informed consumer — reading ingredient statements and product labels and calling manufacturers or checking manufacturer websites should be second nature to a person with celiac disease. It pays to be more than a little skeptical when confronted with advertising that flies in the face of what the celiac community and the scientific and medical professions recommend in terms of the gluten-free diet. The Taste For Life magazine that I picked up at a local Mrs. Green’s Natural Market did celiacs no favors by running a full page ad with the enticing headline of “Eat Wheat & Be Merry”. The NOW company offers their Gluten Digest “gastro-intestinal support” product as a way for the “estimated 20 million Americans who have difficulty digesting gluten to consider this a personal invitation to enjoy your favorite foods once again”. Do not be fooled by the gobbledy-gook and pseudo-science that follows — the “scientifically-balanced combination of amylase, protease, and glucoamylase enzymes...increases the number of digestible gluten particles by 177%” is pure and utter nonsense. Pay attention to the fine print that says that “These statements have not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease.”
I think this ad belongs in the snake oil file and this product belongs in the garbage can. I am disappointed that Mrs. Green’s would go along with such a dangerously misleading advertisement aimed at a significant segment of their customers.
Posted by: Chris Spreitzer | Apr 11, 2008 9:20:41 AM
This is an interesting ad...but not interesting in a good way. I hope everyone challenges this one, because it could mislead someone into believing that this will solve their gluten problems.
I do take gluten enzymes (Glutenzyme), but they are my emergency kit for when I've accidentally ingested gluten at a restaurant or from a food I believed was gluten free.
Sheltie Girl @ Gluten A Go Go
Posted by: Sheltie Girl | Apr 11, 2008 9:37:56 AM
I have seen this ad in several magazines, and my feeling is that it's bogus. Perhaps it might be helpful for an "accident" but in any case I prefer to modify my diet rather than take medications.
Posted by: Vittoria | Apr 11, 2008 9:45:58 AM
Thanks for the conversation and awareness!
It's a sticky situation getting the FDA involved with non-prescription sources. It's already difficult for -legitimate- homeopathy, vitamins, and other supplements to stay on the market.
I do agree that there needs to be better labeling laws all around. We should have transparent labeling -- no hidden ingredients and no grey areas of function.
Legally they can't say it 'does' this or that and they have to have the 'warning' label on every container, "these statements. . . .", but there is too much grey area. The title alone is is grey area -- Gluten Digest -- yes digestive enzymes assist in the digestion of gluten and other food matter, but that's not the whole story. As we know.
Just as it is our responsibility to check food labels for ingredients it is ultimately the consumer's responsibility to check out supplements.
It is difficult enough in the US for people to understand that the importance of Celiac/Gluten Intolerance, the difficulties in getting diagnosed and treated and, of course, the diet -- without a product like this dismissing the severity of this auto-immune disorder.
Posted by: Nicole | Apr 11, 2008 9:49:01 AM
When obesity became an epidemic and there were so many obese people desperate to lose fat, shyster companies came out of the woodwork with all their ridiculous "cures" that did not make people lose fat -- just their savings. Now, as more and more people are being diagnosed with celiac disease, more shyster companies are emerging to take advantage of desperate people who just want to eat "normally."
Eating gluten free is the new "normal." Eating the "old" way made you sick. Eating the "new" way makes you healthy! What could be simpler???
Posted by: Jeannie | Apr 11, 2008 10:21:56 AM
When obesity became an epidemic and there were so many obese people desperate to lose fat, shyster companies came out of the woodwork with all their ridiculous "cures" that did not make people lose fat -- just their savings. Now, as more and more people are being diagnosed with celiac disease, more shyster companies are emerging to take advantage of desperate people who just want to eat "normally."
Eating gluten free is the new "normal." Eating the "old" way made you sick. Eating the "new" way makes you healthy! What could be simpler???
Posted by: Jeannie | Apr 11, 2008 10:24:25 AM
Wow. my girlfriend actually got very excited and showed me that ad in her Vegetarian Times, and she couldn't understand why I wasn't buying it. I'd say 10 seconds was about all it took for me to write it off. Snake oil is right! This is dangerous stuff.
Posted by: Justin G. | Apr 11, 2008 10:48:49 AM
I think that it's dispicable. For some manufacturer's it's all about money not anyone's health and well-being. I've been gluten-free for 7+years and will never eat gluten again. I've done my research and am very cautious about everything that I ingest. For those that struggle eating gluten-free this leads them to false hope and illness. I think that CeliacChicks are awesome and provide information that cannot be found anywhere else.
Posted by: Paula | Apr 11, 2008 11:20:52 AM
The ad and the product are equally disturbing. We should all boycott NOW supplements immediately.
Posted by: Aggie | Apr 11, 2008 11:54:48 AM
Hi Kelly,
I always like to stay open minded; however, this kind of stuff is such a scam. Here in Boulder there are several naturopaths that are telling people diagnosed with celiac that they can cure them of the disease and that they will be able to eat gluten again.
I'm not sure why people don't entirely take celiac seriously and view it as some sort of fad or new age thing.
Thanks to people like you and Dr. Green this is starting to change.
Elana
Posted by: Elana | Apr 11, 2008 1:49:53 PM
While this may be snake-oil, there is some promising research on an orally-taken enzyme that will degrade the gliadin peptides responsible for an immune response before the food ever reaches the duodenum. It may be a while, but definitely something promising to watch for.
Here's a couple of abstracts of the research:
http://ajpgi.physiology.org/cgi/content/abstract/291/4/G621
http://gut.bmj.com/cgi/content/abstract/57/1/25?maxtoshow=&HITS=10&hits=10&RESULTFORMAT=&author1=Mitea+&andorexactfulltext=and&searchid=1&FIRSTINDEX=0&sortspec=relevance&resourcetype=HWCIT
Posted by: Greg | Apr 11, 2008 4:34:42 PM
Glad you found this and brought it to everyone's attention and had Dr.Green's input on it!I trust Dr.Green and this company needs reported to the F.D.A!
Posted by: Jan | Apr 11, 2008 5:06:50 PM
I am surprised that a reputable company like NOW is claiming to have developed an enzyme to digest wheat. To my knowledge, that is a false claim, especially for Celiac Disease. I take a supplement called GlutenDigest from ITM Wellness when I travel since I can't always control my food preparation. My doctor was clear that I should not try to eat gluten (which I don't) but in case I get an accidental exposure, it helps me avoid anaphylactic shock that has resulted in the past. In fact, I just take one capsule with each meal when I am away from home as a precaution. This is a long way for the claim that NOW makes. I find that advertising potentially dangerous and irresponsible.
Posted by: Ann Clark | Apr 11, 2008 8:53:16 PM
This is shocking coming from Now foods. It's really disturbing that someone could think this would be a safe way to consume gluten. Thanks for spreading the word.
--Catherine
Posted by: Catherine | Apr 13, 2008 10:25:42 AM
http://www.nowfoods.com/?action=itemdetail&item_id=101094
What's disturbing is this quote:
Caution: If you have Celiac Disease, use only under your practitioner's supervision.
Just the IDEA that a celiac can try this bothers me. They are now offering gluten-free baking mixes, but there's no way in heck I'll buy it.
Posted by: Jenn | Apr 13, 2008 9:50:03 PM
Everybody- Thank you for all of your comments! Also, thank you for the affirmation that I did the right thing and brought this to your attention.
Elana- I had one of those naturopath experiences years ago in Portland, Oregon before I knew any better. I was a naive 23 year old that wanted to believe, like most people, that it could just go away. It was a lot of money in "sessions" being hooked up to some monitor ...I have no idea really what the heck the guy was doing. At the end of the sessions he told me to go ahead and eat wheat...of course I went crazy!! It took longer for my DH to appear, but OMG when it did full force after about a month. Boy, did I feel not only sick, but like a big sucker! I would just think that fast forwarding ten years it would be harder to fool people with that stuff, but I guess not.
Posted by: CeliacChick | Apr 15, 2008 4:48:08 PM
This looks scary! When I first saw it I also thought it was fake too! Whatever this stuff is...I don't want anything to do with it! : ( I am very wary of pills, supplements, and powders based on some bad past experiences. I agree with you 100% Sheltie Girl..diet modification works just fine for me too!
Posted by: ChelB | Apr 20, 2008 6:38:51 PM
Well, I'm newly diagnosed (less than 2 months gluten free and feeling much better, thank you!) and I thought that I'd try one of these enzyme products. I intended to use it where I suspected cross-contamination, but I wanted some assurances that it actually worked. So I put it to the test. After all, what did I have to lose?..I'm only just starting the GF journey. I won't go into the messy details...let's just say that it didn't mitigate the tablespoon or so of soy sauce that I used instead of Tamari. It may be a good way to combat trace gluten, but it's not enough to take on a full frontal assault. Be VERY careful trusting these things. I shudder to think of asymptomatic people taking this stuff while slowly killing themselves.
Posted by: JohnnyB | May 13, 2008 5:09:16 PM
I bought some at a health food store a week ago. The owner presented it as strictly a precautionary measure. He was very passionate about celiac as his daughter has the disease. She was present when he told me about it. We talked for quite a while about her journey which has become his family's journey. I do think the ad is misleading but as careful as I am, I have experienced the accidental ingestion and am willing to try anything not to experience the effects again. I am disheartened by JohnnyB's post but I am hopeful that a combination of careful monitoring and Gluten Digest will ease the occasional effects of accidental ingestion.
Posted by: Carla | May 21, 2008 12:12:04 AM
Now's Gluten Digest may not work for someone with Celiac disease (which, according to my gastroenterologist, I do not have), but for myself, it has been a blessing. Now I can eat wheat and barley products without breaking out in an itchy rash across my torso and finger joints.
I don't have to be that "special" dinner guest who is constantly imposing their dietary restrictions on their hostess or the chef at the restaurant.
Posted by: skinheadwilli | Jul 12, 2008 3:01:13 PM
