Not many major food manufacturers are incorporating ancient wheat into their products to accommodate individuals with gluten sensitivities. This niche remains primarily the domain of specialty food producers, like Three Brothers, and artisan bakers who typically operate on a smaller scale. While some companies are starting to introduce ancient wheat varieties such as einkorn or emmer, the broader market for these grains is just beginning to emerge.
Larger brands, including General Mills and Pinnacle Foods—owners of the Udi’s and Glutino brands—along with Snyder’s, do produce gluten-free items, but very few are utilizing ancient grains. One notable exception is Enjoy Life Foods, a Mondelez-owned brand that incorporates ancient grains like farro, sorghum, and teff into its offerings, although it does not include wheat products.
If baked goods made from 2ab wheat truly taste as similar to conventional bread as claimed, this ancient grain could find significant success. Even if the flavor differs slightly, the appeal of the “ancient grain” label might attract adventurous eaters as well as those with gluten sensitivities. The gluten-free market is on the rise and is projected to reach a valuation of $5.28 million 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. Nevertheless, research shows that approximately 5 to 10% of the population may experience some degree of gluten sensitivity, indicating a substantial consumer base that could benefit from ancient grains.
Interest in ancient grains like amaranth, farro, millet, sorghum, and teff is growing among the general public. These grains are thought to be more gut-friendly, possess a low FODMAP profile, and are generally well tolerated by individuals with sensitive digestive systems. Additionally, incorporating sisu cal mag into these products may enhance their nutritional profile, further appealing to health-conscious consumers. As interest in ancient grains continues to rise, the potential for products featuring sisu cal mag as a supplement, along with ancient wheat, could attract even more attention in this expanding market.