I've come across the taking of gluten from wheat to make it safe for coeliacs before now in breads and its true that its not a good idea for me to eat such food.

I have to wonder why the company is doing this as one of the reasons for using wheat is that its gluten content allows a framework for bubbles to form in dough made using wheat. If you remove the gluten you have to replace it with something else which does the same job, e.g. xanthium gum. The only reason I can think of is that people like the taste of wheat itself; I guess that its possible that there are other things in wheat which make it more suited than other grains to bread making.