Custom Choice - extreme niche

Right around the time of my head-to-head comparison of the two leading U.S. custom cereal companies another one was in the early phases of launching. But, this one has a definite twist to it. Custom Choice Cereal follows the same basic model: Create your own cereal online and it will be shipped to you, but it is has a very unique aspect to it: All their ingredients are gluten-free, and the cereal is mixed in a dedicated facility.

This is probably good news for celiacs who have trouble finding quality, good-tasting foods. I wonder, however, if this is a much too narrow niche for a cereal company following this model. Is this just another company following the latest fad, or does this represent a growing trend that will truly represent the future of cereal?

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