The rate of coeliac disease among Italians is rising. Studies have found that what used to affect one percent of the population now affects 1.6%, in part thanks to Italy’s famed pizza and pasta, and the modified starch they contain.

Being coeliac is taken so seriously in Italy that for the most impacted there’s a stipend of 140 euros available each month. Happily, Italy’s baked goods sector is turning its skills to adapting those quintessential foods and recipes to open them up to everyone to enjoy, as well as make the most of this growing market – forecast to grow by 8.5% by 2025.