Film-fest foodies fed fare from Udi’s
Celebrities, filmmakers and other Hollywood tastemakers were treated to gourmet dishes at Udi’s Gluten Free Table — an original pop-up restaurant — as well as venues such as the Miami Oasis Lounge, Next Generation Dinner Series and Westway After-Parties.
Udi’s expanded presence at this year’s festival reflects the growth of the gluten-free lifestyle, led by health-focused Hollywood.
More than 1,000 guests, including prominent stars such as Julianne Moore, supermodel Alessandra Ambrosio and actress Jane Lynch, attended Udi’s Sundance events and dined on cold-weather favorites made gluten free, such as gourmet grilled cheeses, flatbreads and warm chocolate chip cookies.
“Building relationships with Hollywood tastemakers at Sundance gives Udi’s the chance to exchange trend-setting ideas and stay at the forefront of the gluten-free movement,” said Denise Sirovatka, Udi’s vice president for marketing.
Rosemarie DeWitt, Jennifer Coolidge and Allison Janney all stopped by for a bite of Udi’s during Sundance, and said they keep their pantries stocked with gluten-free goodies.
The growth of the gluten-free movement among the celebrity set is mirrored by the more than 21 million U.S. households eating gluten free. Between 2004 and 2010, the gluten-free category in the United States grew by 28 percent, and projections indicate an estimated 16 percent increase from 2010 to 2015, making it a $5.5 billion industry.
On July 2, Smart Balance Inc. acquired Udi’s Healthy Foods LLC. Smart Balance changed its name to Boulder Brands Inc. earlier this year and is moving its headquarters from Paramus, New Jersey, to downtown Boulder.
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