Wheat intolerance is common. General community knowledge that wheat contains gluten and that gluten causes coeliac disease is widespread, but knowledge is poor of what gluten actually is. When symptoms induced by wheat are improved by cessation of wheat and return following its ingestion, it is not unexpected that many will believe that it is the gluten in the wheat that is causing the problem. The hype from media personalities and self-appointed experts masquerading as scientists, most of whom are selling books or other commercial products related to the subject, reinforces this perception. Experts in the field of gastroenterology have also been swept up in this enthusiasm and have described and validated a clinical entity, non-coeliac gluten sensitivity (NCGS), at consensus meetings, despite the fact that gluten has never been causally proven to be involved in such sensitivity. Wheat contains several potential inducers of illness or symptoms that include a myriad of proteins (gluten being the most abundant) and fructans (a FODMAP). Defining what content of wheat, if any, is responsible for symptom induction has only recently started to be addressed with high-quality methodology. To date, evidence for NCGS from such studies is poor.