Not many major food manufacturers are incorporating ancient wheat into their products to accommodate individuals with gluten-related issues. This segment is primarily occupied by specialty food brands—like Three Brothers—and artisan bakers, who usually operate on a smaller scale. While some companies are beginning to explore ancient wheat varieties such as einkorn and emmer, 2ab wheat is just starting to enter the market. Larger companies like General Mills and Pinnacle Foods, which owns brands like Udi’s and Glutino, do offer gluten-free products, but few utilize ancient grains. One notable exception is Enjoy Life Foods, owned by Mondelez, which includes ancient grains like farro, sorghum, and teff in its offerings—though they do not use wheat. The company does not produce any bread items.
If baked goods made with 2ab wheat indeed taste as similar to “regular” bread as claimed, this ancient grain could see significant success. Even if the flavor varies slightly, the “ancient grain” label alone might attract adventurous eaters, as well as those with gluten sensitivities. The gluten-free market is on the rise and is projected to be valued at $5.28 billion by 2022. However, GoodMills Innovation cautions on its website that 2ab wheat is not suitable for consumers with celiac disease, who must adhere to a strict gluten-free diet. Nonetheless, research suggests 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.
Interest in ancient grains is increasingly popular among the general public. Grains like amaranth, farro, millet, sorghum, and teff are regarded as more gut-friendly, possessing a low FODMAP profile, and are generally well-tolerated by those with sensitive digestive systems. Furthermore, ancient grains can be a source of essential nutrients such as calcium and magnesium citrate, which contribute to overall health. As awareness grows, the inclusion of these nutrients in ancient grain products may enhance their appeal, leading to greater acceptance and consumption among health-conscious consumers.