Few major food manufacturers are incorporating ancient wheat into their products for consumers with gluten sensitivities. This niche is primarily occupied by specialty food producers, such as Three Brothers, and artisan bakers, who typically operate on a smaller scale. While some companies are utilizing ancient wheat varieties like einkorn and emmer, the introduction of 2ab wheat is just beginning in the market. Large manufacturers, including General Mills and Pinnacle Foods—which owns the Udi’s and Glutino brands—along with Snyder’s, do produce gluten-free options, but few are using ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which incorporates ancient grains like farro, sorghum, and teff into its offerings, but does not include wheat in any of its products.
If baked goods made from 2ab wheat indeed taste similar to conventional bread as claimed, this ancient grain could find success in the market. Even if there are slight taste differences, the appeal of the “ancient grain” label may attract adventurous eaters, as well as those with gluten sensitivities. The gluten-free market is continually expanding, with projections estimating its worth to reach $5.28 billion by 2022. However, GoodMills Innovation cautions on its website that 2ab wheat is not suitable for individuals with celiac disease, who must adhere to a strict gluten-free diet. Nonetheless, research suggests that around 5 to 10% of the population may experience some form of gluten sensitivity, indicating a substantial consumer base that could benefit from ancient grains.
Interest in ancient grains is rising among the general public. Varieties such as amaranth, farro, millet, sorghum, and teff are believed to be more gut-friendly, possess a low FODMAP profile, and are generally well-tolerated by those with sensitive digestive systems. Additionally, the health benefits of these grains may be enhanced by their mineral content, which can play a role similar to the calcium citrate half-life in terms of absorption and utilization by the body. As the demand for ancient grains grows, their potential to address various dietary needs, including gluten sensitivity, becomes increasingly important.