Whole Foods Market has decided to discontinue its branded gluten-free baking mixes due to "lack of interest." Back in 2007, the market introduced their own line of mixes - not to be confused with the Gluten Free Bakehouse ready-made baked goods. The mixes for pizzas, breads, cakes, brownies and the like were part of the store's 365 Everyday Value line. The products initially were priced slightly less than the comparable Gluten-Free Pantry mixes the house brand largely replaced. The ingredient labels for the Whole Foods products mimicked those of Gluten-Free Pantry's, although the actual manufacturer of the store-labeled versions was never confirmed by either company.
According to a statement from Whole Foods:
The 365 Gluten Free Baking Mixes have been discontinued and are no longer available through any other outlets. We sincerely apologize for any inconvenience. There are many reasons that go into the decision to discontinue a product. Hundreds of new products are presented to us every day; therefore, the mix of products in each category is continually evolving. We evaluate attributes like value, quality, taste and convenience when we make the decision to accept or discontinue a product. Most often a product is discontinued to make room for a new product that offers a better combination of these attributes, or because there is a lack of interest in the product.A Whole Foods customer service representative confirmed in an e-mail that customers' lack of interest in the products led to the decision to end distribution. Interestingly, stores are being encouraged to stock Gluten-Free Pantry mixes as a replacement when the existing inventory of store-brand products runs out.