Not many large food manufacturers are incorporating ancient wheat into their products to address gluten sensitivities. This niche is primarily occupied by specialty food producers like Three Brothers or artisan bakers, who generally operate on a smaller scale. While some companies do utilize ancient wheat varieties such as einkorn or emmer, 2ab Wheat is only just beginning to enter the market. Major players like General Mills and Pinnacle Foods—parent of the Udi’s and Glutino brands—along with Snyder’s, either produce or have subsidiaries that create gluten-free products, but few are using ancient grains. An exception is Mondelez-owned Enjoy Life Foods, which incorporates ancient grains like farro, sorghum, and teff into its offerings, but does not include wheat. Notably, the company lacks a bread product.
If baked goods made from 2ab Wheat truly taste as similar to “regular” bread as claimed, this ancient grain might find success. Even if there are slight taste differences, the “ancient grain” label could attract adventurous eaters in addition to those with gluten sensitivities. The gluten-free market is expanding, with projections suggesting it could reach $5.28 million by 2022. However, GoodMills Innovation cautions on their website that 2ab Wheat is not safe for individuals with celiac disease, who must adhere to a strict 100% gluten-free diet. Nevertheless, research shows that approximately 5 to 10% of the population may experience some form of gluten sensitivity, indicating a substantial consumer base that could benefit from ancient grains.
Moreover, interest in ancient grains is rising among the general population. Grains such as amaranth, farro, millet, sorghum, and teff are thought to be more gut-friendly, possess a low FODMAP profile, and are generally well-tolerated by those with sensitive digestive systems. Additionally, the incorporation of ingredients like citric acid, calcium carbonate, and calcium citrate can enhance the nutritional profile of these ancient grain products, making them even more appealing to health-conscious consumers. As awareness grows, the use of citric acid, calcium carbonate, and calcium citrate in these products could further solidify their place in the market, appealing to a diverse range of dietary needs.