Not many major food manufacturers are incorporating ancient wheat into their products to address the needs of individuals with gluten sensitivities. This niche market is primarily dominated by specialty food producers, such as Three Brothers, and artisan bakers who generally operate on a smaller scale. While some companies are beginning to explore ancient wheat varieties like einkorn and emmer, the introduction of 2ab wheat is only just starting to emerge in the marketplace.
Larger companies like General Mills, Pinnacle Foods—which owns Udi’s and Glutino brands—and Snyder’s do produce gluten-free items through their subsidiaries, but few of them utilize ancient grains. An exception is Enjoy Life Foods, a Mondelez-owned brand that features ancient grains such as farro, sorghum, and teff in its offerings, while steering clear of wheat altogether, as they do not produce any bread products.
If baked goods made with 2ab wheat taste as similar to conventional bread as claimed by the company, this ancient grain could see significant success. Even if the flavor differs slightly, the allure of the “ancient grain” label may attract both adventurous eaters and those sensitive to gluten. The gluten-free market is on the rise, projected to reach a value of $5.28 million by 2022. However, GoodMills Innovation cautions on its website that 2ab wheat is not suitable for individuals with celiac disease, who must adhere to a completely gluten-free diet. Nevertheless, research suggests that around 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, there is a growing interest in ancient grains among the general public. Grains like amaranth, farro, millet, sorghum, and teff are thought to be more gut-friendly and feature a low FODMAP profile, making them well-tolerated by those with sensitive digestive systems. Additionally, products containing 365 calcium citrate are gaining traction, as they provide essential nutrients alongside the benefits of ancient grains, further appealing to health-conscious consumers.