Let me see - a chemical company that made non-stick cooking material that is carcinogenic creates fake gluten. Let's count possible gut irritants that can contribute to leaky gut that are non-gluten:

1) non-gluten grains

2) legumes

3) dairy

4) nightshades

5) nuts

I think I'll pass.

Fake gluten? Why?

So all the gluten-free brownies, cakes, cookies, muffins, and bread can have the texture and mouth-feel of baked goods made with gluten grains? For someone with genuine celiac or a severe gluten sensitivity, I'd say it sounds great for the occasional grain-based treat. But what I see it devolving into is exactly what I said above - a free pass for people to go nuts on gluten-free treats that they shouldn't be eating much of in the first place. Not because of the gluten, but because of the sugar content and still somewhat massive dose of refined flours. Ever look at the list of ingredients on gluten-free baked goods? Holy moly, Batman. "Rice flour, potato flour, potato starch, amaranth flour, buckwheat flour..." Mmmm...sounds good, huh?!

Sorry...this is just a moneymaking ploy from a huge corporation that sees the gluten-free marketing trend exploding and wants to jump into the ring and make $$$. (Not that I can blame them. As a corporation, their raison d'etre is to make money for shareholders.)

Reminds me of what the Whole30 folks call "sex with your pants on" or "smoking candy cigarettes." That's what they call all the "Paleo" cookies, cakes, brownies, etc. I mean, almond flour and coconut flour are great but why are we trying to mimic all our SAD foods that got us sick and/or fat in the first place with modified versions that never quite taste as a good anyway? Again - a gluten replacement? Great - on occasion. As a license to go on with life as usual basing your diet on non-gluten grains? No thanks.

I suspect it will be as bad as aspartme was to those avoiding sugar.

This is the official sign that "Gluten Free" has jumped the shark.

It may also be a sign of the apocalypse.

I will probably be one of the only people to see things this way…but I see gluten intolerance as a bodies perfection...so many people go through life never knowing that a food inflames them, causes them migraines or skin issues...But these people know, if I eat “A” than “B” will happen…just imagine if everyone had that kind of internal alarm how much different general wellbeing would be and how instead of us having to conform to food companies, food companies would have to conform to us (though I realize there is a change, though a slight one).

The only thing I see these types of pills being good for is if you had unknowingly eaten gluten, you can pop the pill and it either greatly reduces the effects gluten has on you, or negates them all together, similar to the effect of a Lactaid. Truth.

It may act like gluten, but chemically it's likely a completely different beast and not likely to cause the same reaction in gluten-sensitive. Though I predict loads of folks will soon be gluten-mimic-sensitive and another market for gluten-mimic-free foods will emerge!

And for the record, I'll stick to regular gluten.

I equate it to the tofu/bean/whatever based "burgers" and "chicken" products. It's there to mimic meat; the gluten replacement is there to mimic bread & other such things. Not very cool, in my opinion.

This is basically making gluten-free have better structure due to sawdust.

Sawdust isn't probably terribly harmful, so this would be better than gluten, quite probably. Especially for celiacs. Now, if they've done some awful things to that sawdust it could be bad, but I think this could possibly be worth trying.

I'm sure Dr. Oz will be promoting it any day now!

Gluten's only part of my problem. I'm pre-diabetic, and grains (and other refined starches) spike my blood sugar like crazy. I'm simply better off not eating them at all, especially since they provide no real nutritional value.

That, plus my mistrust of lab-created Frankenfoods, means I'm unlikely to ever eat this chemically modified, non-nutritive food additive made by doing gods-know-what to (as described in the video) "renewable grain sources."

So no--that's a big, fat DO NOT WANT. But I can think of at least one celiac junk-food/carb addict who will be all over this stuff when it hits the market.

I hate to come across as a paranoid, but isn't it interesting that for centuries, gluten intolerance was rare.  A decade ago, doctors never saw the disease except in children who were born with a genetic defect.  Now all of a sudden, almost simultanous with GMO created grains, many produced by DOW chemical company, people are acquiring gluten insensitivity as adults; and a new growing market is accelerating at an exponential pace.  Then, surprize of surprizes, along comes DOW with a solution to this problem. How fortuitious.

So, lets play with this paranoid fantasy:

A giant chemical company seeking to create a monopoly on world food production, devises a means to make wheat toxic to a large percentage of human consumers, and the manner in which they genetically create the grains, makes it impossible to avoid them, because the genes are transfered in the pollen of the grains even to those varieties of wheat which were not genetically modified intentionally. As the GMO wheat becomes more and more prevalent, more and more people become intolerant of it. Fortunately, this chemical company "discovers" an antidote. Can one imagine how much money would then be transfered to this imaginary chemical company? In the future, as more and more people cannot eat the genetically modified cereal grains, they will be forced to pay extra for the artifically produced product that doesn't make them ill. Extremely clever a strategy to control the world's cereal consumption market. It sounds like evil genius behavior, but no one would ever suspect them, its too far-fetched.
It would be very enlightening for some investigative journalist to do research on when DOW began its research program on creating a gluten-free wheat bread product. If their research started before the market began to rise, one could conclude that they anticipated a coming increase in the market for gluten-free products. It would not surprize me that the search for a gluten-free wheat product with the same consistency as good-old-fashioned-non-GMO wheat products started about the same time as the creation of the GMO-produced wheat grains, before the gluten-free market started growing. Solutionism = when one develops a solution to a problem of their own creation in order to make money.

You think having a gluten reaction is bad? Try getting rid of plastic allergens and detoxing modified cellulose(plastic) out of your system! So, DOW is calling themselves "green" because they are taking chemically treated wood pulp and turning it into plastic to make gluten free bread prettier? Gosh, if I run out of Dow bread , at least I know I can snack on a bag of packing peanuts and get the same nutritional value as their gluten free bread.I think I'd rather eat a piece of decorative wooden fruit! Dow and Monsanto just joined forces. Just when we thought our food couldn't get any worse. People need to wake and start educating themselves.

I'm actually in the middle of writing of an article about hypromellose / hydroxypropyl methylcellulose, which appears to be the primary ingredient in this "gluten replacement", and has been in use for at least 60 years. So this is likely just a marketing technique.

Hypromellose itself seems reasonably safe in studies (you can see those that Dow submitted here), but I question its heavy use in foods and supplements.