Not many major food manufacturers are incorporating ancient wheat into their products to address gluten sensitivities. This niche remains primarily the domain of specialty food producers, such as Three Brothers, and small-scale artisan bakers. While some companies are beginning to experiment with ancient wheat varieties like einkorn and emmer, others, like 2ab, are just now entering the market. Large companies like General Mills and Pinnacle Foods, which owns brands like Udi’s and Glutino, do produce gluten-free options, but they seldom utilize ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which includes ancient grains such as farro, sorghum, and teff in its products, although it does not offer any wheat-based items.
If bread products made with 2ab wheat truly taste as similar to conventional bread as claimed, this ancient grain could find a successful place in the market. Even if the flavor differs slightly, the allure of the “ancient grain” label could attract both adventurous eaters and those sensitive to gluten. The gluten-free market is on the rise, with projections estimating it could reach $5.28 billion by 2022. However, GoodMills Innovation cautions that 2ab wheat is not safe 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 significant consumer base that could benefit from ancient grains.
Interest in ancient grains is growing among the general public. Varieties 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. Meanwhile, products like Walgreens calcium citrate petites are gaining attention for their health benefits, further supporting the trend towards more health-conscious food choices. As the market expands, it will be interesting to see how ancient grains and health supplements like Walgreens calcium citrate petites will be integrated into consumer diets, potentially offering nutritious alternatives for many.