I'm coeliac and was diagnosed when I was 10 years old so have lived through childhood with the disease, which informs my perspective I guess. I tend to just buy from the health food section in the supermarket, but I haven't checked out the sugar content. I think there maybe some more plainer things like puffed rice cereal.
In terms of the bread, it is an acquired taste. Try a few recipes or different brands (if you can get different brands). I found starting out with using it as toast was better than launching into the taste via a sandwich. The bread also tends to crumble really easily so it can get a bit messy. I found it a bit embarrassing when i was a kid that my sandwich would break up in my bag or large sections of crumbs would drop. I think the idea of frittata or something like that might be a good option. At school I found it was about trying to fit in with my food so I probably wouldn't have wanted to deviate too much from what other kids were eating.
These days most products have a replacement or equivalent in the health food isle which is a social life saver as a child.
I feel for you and your son as I'm coeliac and my son also holds the gene but so far hasn't acquired it.
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