Gluten-Free, Grain-Free, Vegan: What Those Labels Mean for You

Why Food Labels Matter More Than Ever

Walk down any grocery aisle today and you’ll see packages shouting gluten-free, grain-free, vegan, and more. These labels aren’t just buzzwords. They’ve become guiding lights for how we choose foods for ourselves and our families. In fact, 83% of U.S. consumers read food labels before deciding what to buy (nsf.org), and more people are paying attention to ingredients and claims. Whether you’re a health-conscious parent scanning for allergens or an athlete seeking plant-based fuel, labels help quickly answer “Can I eat this?” and “Do I want to eat this?”

But with so many badges and claims, it’s easy to feel overwhelmed or skeptical. Only 16% of Americans say they find health claims on labels very trustworthy (nsf.org), which means most of us want more transparency and clarity. At Cult Crackers, we get it. We were label-reading shoppers long before we ever baked crackers. That’s why we’re passionate about doing labels right: using them to genuinely inform you about what’s in (and what isn’t) in your food, and why that matters. 

Let’s break down three big ones: gluten-free, grain-free, and vegan. What do these labels really mean in everyday terms? Why are so many people seeking them out? And how do we live up to them in a way that’s honest, healthy, and delicious?

Gluten-Free in Everyday Terms

Gluten-free means, simply, that a food contains no gluten, a protein found in certain grains like wheat, barley, and rye. For the millions of people with celiac disease or gluten sensitivities, that label is a non-negotiable health safeguard. Celiac disease (an autoimmune disorder) affects roughly 1% of people (phillyvoice.com), and even a tiny bit of gluten can wreak havoc on their bodies. For them, seeing “gluten-free” on a package is as crucial as a peanut allergy warning. It’s the difference between enjoying a snack and getting very sick. Gluten-free products in the U.S. must contain less than 20 parts per million of gluten, which is a technical way of saying “we really mean zero (or trace) gluten.”

What if you’re not medically gluten-intolerant? You’re not alone if you still gravitate to that GF label. About 25% of Americans are buying gluten-free products (phillyvoice.com). Far higher than the percentage who actually have celiac or wheat issues. Many people believe going gluten-free may help with things like energy, digestion, or weight management. This surge in interest has turned gluten-free foods from a niche specialty aisle into a booming mainstream market. Globally, gluten-free food sales hit around $7.3 billion in 2024 and are on track to nearly double by the early 2030s (phillyvoice.com). That’s a lot of gluten-free crackers and cookies being enjoyed!

However, it’s important to note that gluten-free doesn’t automatically equal healthy. You can slap “gluten-free” on a candy bar and it’s still… a candy bar. In fact, some gluten-free packaged foods rely on refined starches and extra sugar to mimic the texture of wheat, meaning they can be higher in calories or sugar and lower in nutrients than their gluten-filled counterparts (phillyvoice.com). Long-term, a poorly balanced gluten-free diet could even lead to weight gain or nutrient gaps (phillyvoice.com). So the quality of gluten-free foods matters. (Don’t worry, we’ll get to how we tackle that part!) The take-home message: Gluten-free labeling is a game-changer for those who need it and a popular choice for many others, but it works best when the food behind the label is made with wholesome ingredients.

Grain-Free – Going a Step Further

If gluten-free sounds strict, grain-free goes one step further. Grain-free foods contain no grains at all. Not just skipping wheat/barley/rye, but also rice, oats, corn, and other grains that don’t contain gluten. In other words, grain-free means zero grains, period. This isn’t a medical necessity in the same way gluten-free can be (true grain allergies are quite rare), but it’s a core principle of certain diet lifestyles. Heard of the Paleo diet or Whole30? Both popular plans cut out grains entirely in favor of veggies, meats, fruits, nuts and seeds. In one survey, about 7% of Americans said they were following a Paleo diet,  which by definition means no grains (along with no legumes, dairy, or refined sugars) (foodbusinessnews.net). Many people choose grain-free eating to reduce carbs, avoid refined grains, or because they feel it helps their digestion and inflammation. It aligns with the idea of eating more whole foods that our hunter-gatherer ancestors might recognize.

In practical terms, going grain-free forces food makers to get creative with ingredients. Without any wheat, rice, or corn to act as a base, you often see nuts, seeds, or root vegetables step in to do the job. For example, bakers might use almond flour or coconut flour instead of wheat flour, or use cassava flour, a starchy root, to replace grain-based flours. (Spoiler alert: that’s exactly what we do in one of our cracker varieties!) The result can be foods that are naturally lower in carbs and higher in healthy fats and fiber. But, as with gluten-free, it depends on what you replace the grains with. A grain-free cookie made of mostly sugar isn’t doing you more favors than a whole-grain cracker. So again, it comes down to using real, nourishing ingredients. Grain-free is a fantastic option for those who find they feel better skipping grains or are following paleo/low-carb styles, and it’s an inclusive label that even folks on gluten-free diets can enjoy. We love offering a truly grain-free snack, because it means even more people can partake in the crunchy joy of a good cracker, from the paleo crowd to the keto enthusiasts or anyone curious about adding a variety of nutrients to their diet

Vegan – 100% Plant-Powered Goodness

Of all the labels, vegan might be the one people interpret differently. Some see it as a lifestyle, some as a diet, and others as an ethical choice. Strictly speaking, a vegan product contains no animal-derived ingredients at all. That means no meat, fish, eggs, dairy, butter, gelatin, or even honey. It’s all plants, all the way. Instead, vegan foods are made from fruits, vegetables, grains (if not grain-free too!) legumes, nuts, and seeds.

Why do people go vegan or seek vegan-labeled foods? Often it’s for health, animal welfare, or environmental reasons, or a mix of all three. A plant-based diet can provide plenty of nutrients while avoiding cholesterol and reducing saturated fat from animal products. In fact, research shows vegan diets tend to be naturally cholesterol-free and higher in fiber (since cholesterol only comes from animal foods) (awesomehealthclub.com). Many people also feel better knowing their food didn’t harm animals and took a lighter footprint on the planet. Whatever the motivation, veganism has been on the rise. By one recent estimate, about 1.1% of the world’s population is now vegan. Roughly 88 million people globally (awesomehealthclub.com), and that number keeps climbing. Plant-based eating is particularly popular with younger generations and athletes who are busting myths that you “need” meat for protein. The marketplace is evolving to meet this demand: the total market for vegan and plant-based foods is projected to reach around $31 billion worldwide by 2026 (awesomehealthclub.com). From veggie burgers at fast food joints to non-dairy cheeses at your local grocery, vegan options are becoming mainstream.

That said, just like with our other labels, vegan doesn’t automatically equal healthy either… Vegan potato chips are still potato chips! The good news is that choosing vegan often steers you towards more whole plant foods by default, and it absolutely can be a very healthy way to eat (tons of veggies, hearty grains or grain-free alternatives, beans, and seeds). The key is again in doing it right: focusing on real, whole-food ingredients and balanced nutrition. That’s why at Cult Crackers we’re not just slapping “vegan” on our packages and calling it a day; we’re making sure those vegan snacks are genuinely good for you, nutrient dense and totally satisfying to eat.

How Cult Crackers Does It Right (Real Ingredients, Real Transparency)

We’ve covered what these labels mean out in the world. Now let’s talk about what they mean to us when we make our crackers. Gluten-free, grain-free, and vegan aren’t trendy tags we decided to latch onto; they’re core to our mission of making snacks that nourish  people. Our promise is that whenever you see those words on Cult Crackers packaging, the food inside lives up to them in the best way. That starts with our ingredient philosophy: real food only. We use only the highest quality organic ingredients we can find, things you’d recognize from a pantry. Seeds, nuts, veggies, healthy oils, and a bit of salt (thistle.co). You won’t find fillers, artificial preservatives, or unpronounceable additives hiding behind a fancy “gluten-free” stamp. We believe in full transparency: go ahead and read our ingredient list front to back (we want you to!) and you’ll see every ingredient is something you can picture and likely pronounce. We even hand-mix and hand-bake our crackers in small batches, right here in Berkeley, California, so we know exactly what goes into every cracker (thistle.co).

Nutrition and taste are equally important in our “do it right” playbook. We’ve crafted our recipes so that the gluten-free or vegan label isn’t just about what’s missing, it’s about what’s packed in instead. Each of our cracker varieties is chock-full of nutrient-dense ingredients like seeds, which bring protein, fiber, and good fats to the party. The result? A snack that can proudly say it’s not only gluten-free/vegan/etc., but also provides real nourishment. (One of our secrets: we use six different organic seeds in our crackers. They’re little powerhouses of nutrition!). As a result, Cult Crackers are naturally high in protein and fiber while staying gluten-free, vegan, organic, and totally plant-based (thistle.co). Not many snacks can tick all those boxes and still make your taste buds do a happy dance. We’re here to prove it’s possible!

Finally, “doing it right” means keeping ourselves to a high standard and caring for our community. When we say our products meet these dietary needs, we back it up. Our facility is a dedicated gluten-free kitchen, our ingredients are certified organic and vegan, and we taste-test every batch. (It’s a hard job, but someone’s gotta do it!) We’re also continually learning and improving. It’s all part of being fully transparent and never cutting corners. You deserve snacks that are exactly what they claim to be, and we take that responsibility to heart.