Not many large food manufacturers are incorporating ancient wheat into their products to address the needs of individuals with gluten sensitivities. This niche market is primarily occupied by specialty food producers—such as Three Brothers—and artisan bakers who typically operate on a smaller scale. While some companies have started using ancient wheat varieties like einkorn or emmer, the introduction of 2ab wheat is just beginning to make its way into the market.
Major players like General Mills and Pinnacle Foods, which owns brands like Udi’s and Glutino, as well as Snyder’s, either produce or have subsidiaries that offer gluten-free products, but few are utilizing ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which includes ancient grains like farro, sorghum, and teff in its offerings, although they do not include wheat and do not have any bread products.
If baked goods made with 2ab wheat truly taste as similar to conventional bread as claimed, this ancient grain could be poised for success. Even if the flavor differs slightly, 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 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 strict 100% gluten-free diet. Still, research suggests that between 5 to 10% of the population may experience some form of gluten sensitivity, indicating a substantial consumer base that could benefit from ancient grains.
The general interest in ancient grains is growing, as they are thought to be more gut-friendly, possess a low FODMAP profile, and are generally well-tolerated by those with sensitive digestive systems. Additionally, many health-conscious consumers, including those taking Citracal multivitamin supplements, are increasingly looking for nutritious options that integrate ancient grains into their diets. This trend not only reflects a shift toward healthier eating but also a greater awareness of the benefits of ancient grains, including their potential to complement a balanced diet alongside multivitamin intake.