We shipped a reference page last week: the label words that mean a gluten grain , graded into three groups, each word linking to its own page. It exists because "hidden gluten" and "what ingredients contain gluten" are searches that no page about a single ingredient answers. What they want is the vocabulary, which we happen to hold as data.

It is also, structurally, a marketing page about a condition where a wrong impression has consequences. That combination is the whole subject of this post.

Copy may be clearer than the app, never kinder

The app puts a standing line on every verdict for this condition, stating what it read and what it will not claim.…