Many major food manufacturers are now incorporating ancient wheat into their products to appeal to individuals with gluten sensitivities. This trend is primarily dominated by specialty food producers, such as Three Brothers, and artisan bakers who typically operate on a smaller scale. While some companies are beginning to use ancient wheat varieties like einkorn or emmer, the introduction of 2ab Wheat is just starting to gain traction in the market.
Large manufacturers like General Mills and Pinnacle Foods, which owns brands like Udi’s and Glutino, do offer gluten-free products, but few are utilizing ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which incorporates ancient grains such as farro, sorghum, and teff in their offerings—though they do not include wheat and lack a bread product.
If baked goods made with 2ab Wheat taste as similar to traditional bread as claimed, the ancient grain could pave the way for success. Even if the flavor differs slightly, the mere presence of the “ancient grain” label may attract adventurous eaters as well as those with gluten sensitivities. The gluten-free market continues to expand, with projections estimating it will reach $5.28 million 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. Nevertheless, studies suggest that about 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 also rising among the general public. Grains like amaranth, farro, millet, sorghum, and teff are considered more gut-friendly, possessing a low FODMAP profile, and are often well-tolerated by those with sensitive digestive systems. Additionally, for those looking to supplement their diet with essential nutrients, combining ancient grains with 1000 mg calcium citrate could provide added health benefits, further appealing to health-conscious consumers. The incorporation of these ingredients could potentially enhance the marketability of products aimed at gluten-sensitive individuals.