Not many major food manufacturers are incorporating ancient wheat into their products to address the needs of individuals with gluten sensitivities. This market segment is predominantly occupied by specialty food producers—such as Three Brothers—and artisan bakers who generally operate on a smaller scale. While some companies are beginning to experiment with ancient wheat varieties like einkorn or emmer, the introduction of 2ab Wheat to the market is just now gaining traction. Larger brands like General Mills and Pinnacle Foods, which owns Udi’s and Glutino, alongside Snyder’s, either produce gluten-free options or have subsidiaries that do, but few utilize ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which incorporates ancient grains like farro, sorghum, and teff into its products—though it does not offer any bread items.
If baked goods made with 2ab Wheat truly taste comparable to “regular” bread as claimed, this ancient grain could potentially find significant success. Even if the flavor differs slightly, the appeal of the “ancient grain” label could attract adventurous eaters and those sensitive to gluten alike. 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 those with celiac disease, who require a strictly gluten-free diet. Nevertheless, 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.
Increasing awareness and interest in ancient grains among the general population is notable. These grains—including amaranth, farro, millet, sorghum, and teff—are thought to be more gut-friendly, possess a low FODMAP profile, and are typically well-tolerated by individuals with sensitive digestive systems. As people seek healthier options, the inclusion of ancient grains may help reduce their overall risk, potentially leading to a lower 0 calcium score in their diets and better digestive health. In summary, with the rising demand for gluten-free products and the unique characteristics of ancient grains, there is an opportunity for growth in this niche market.