noun. The mixture of proteins, including gliadins and glutelins, found in wheat grains, which are not soluble in water and which give wheat dough its elastic texture.

noun. Any of the prolamins found in cereal grains, especially the prolamins in wheat, rye, barley, and possibly oats, that cause digestive disorders such as celiac disease.

noun. A glue-like animal secretion: for example, the sticky material secreted by swallows in nest-building.

noun. The nitrogenous part of the flour of wheat and other grains, which is insoluble in water.

noun. The viscid, tenacious substance which gives adhesiveness to dough.

noun. bread containing a large proportion of gluten; -- used in cases of diabetes.

noun. a vegetable proteid found in the seeds of grasses, and extracted as a dark, amorphous, earthy mass.

noun. a vegetable proteid found in the cereal grains, and extracted as an amorphous, brownish yellow substance.

noun. a protein substance that remains when starch is removed from cereal grains; gives cohesiveness to dough

"My question to them would be why do they think forcing the word gluten into the product's nomenclature is a solid marketing strategy?"