Modern life, it seems, is making us much less tolerant when it comes to food and scientists say pollutants and food additives, not to mention our rapidly increasing stress levels are conspiring to introduce us to the horrors of diseases such as migraines and Irritable bowel syndrome.
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Cyndi O'Meara, author of the Changing Habits, Changing Lives Cook Book explains: "There's been a 10 fold increase in people with food intolerances in the UK in the last 25 years.
"A big part of the problem is that we are assaulting our children with chemicals because the food that we are feeding them isn't real anymore, it's just a bunch of food additives, flavouring and colourings."
While food intolerance does not (thankfully) have the same fast reaction as an allergy, the unpleasantness can begin hours or even days later meaning many do not associate their symptoms with food.
Dr Sally Beattie, of Lazy Day Foods in Glasgow, spent time working with experts from Glasgow Caledonian University in a bid to create an intolerance-friendly brand.
She told the Telegraph: "All of our treats like millionaire shortbread, chocolate fudge cake and chocolate gingers all completely free from gluten, wheat, dairy and egg.
"We create everything by hand and it's free from junk. It's only right that people with food intolerances can enjoy the occasional treat safe in the knowledge there's nothing in them that will trigger an adverse reaction."
So whether you're aware of your food intolerance or not, it's time to ditch the chemically enhanced ready meals and opt for safe, sensible and best of all natural.