I have a child with milk protein allergy rather than lactose intolerant. I make killer fudge with baking chocolate and coconut cream.
Hershey’s just wants to make publicity so they can charge more for less.
For the gluten intolerant, gluten provokes zonulin in the stomach. That loosens the tight junctions between the intestinal wall and blood stream. The loosened junctions allow the gliaden in the wheat to be exposed to the blood stream provoking an immune response to the gliaden...wheat allergy. Secondary effect from milk where the A1 casein is broken into Beta-casomorphan. The Beta-casomorphan can pass into the blood via the loosened junctions where they are carried to the brain and bind to receptors with a narcotic effect. Some people become "addicted" to milk as a means of getting more Beta-casomorphan. The fix for the Beta-casomorphan problem is to find A2 casein milk. When split, it does not produce Beta-casomorphan. Most US cows produce A1 casein. The A2 variant is more common in Europe.
A gluten intolerance damages the villi in the small intestine. The tips of the villi generate lactase. Gluten causes damage to the villi leaving the person "lactose intolerant". It takes about 3 weeks of gluten free diet to regenerate the villi and recover the lactase functionality.