|Why They're Hot:
CappellosGlutenFree.com brings the simplicity of a high-end fashion site to specialty food products. The e-commerce site, which sells gluten-free pastas and cookie dough, is uncluttered by discount offers or dozens of product links. Instead, the web-only retailer offers a clean, airy design with large, crisp images of four pasta products along with an appetizing view of the cookie dough, complete with dimples and chocolate chips. Clicking a link leads to a product page featuring a description in large type, a list of ingredients, a link to nutritional data and a button to click and buy. The design might remind consumers of the time they digitally window-browsed a luxury site in search of a pricey skirt or handbag—only this time, there's food in lieu of models with perfect hair.