Not many major food manufacturers are incorporating ancient wheat into their products for consumers with gluten sensitivities. This niche primarily belongs to specialty food producers, like Three Brothers, and artisan bakers, who typically operate on a smaller scale. While some companies are experimenting with ancient wheat varieties such as einkorn and emmer, 2ab is just beginning to enter the market. Major brands like General Mills and Pinnacle Foods, which owns Udi’s and Glutino, as well as Snyder’s, do produce or have subsidiaries that create gluten-free items, but few are utilizing ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which features ancient grains like farro, sorghum, and teff in its offerings—though it does not include wheat and lacks any bread products.
If baked goods made with 2ab Wheat truly taste as similar to “regular” bread as claimed, this ancient grain might find a successful niche. 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 its worth to reach $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. Nevertheless, research suggests that approximately 5 to 10% of the population may experience some form of gluten sensitivity, highlighting a significant consumer base that could benefit from ancient grains.
Interest in ancient grains is growing among the general public. Varieties like amaranth, farro, millet, sorghum, and teff are considered to be more gut-friendly, featuring a low FODMAP profile and are generally well-tolerated by those with sensitive digestive systems. Additionally, the incorporation of tab calcium citrate malate in some ancient grain products may further enhance their appeal by providing essential nutrients, making them a healthier choice for consumers. Emphasizing the benefits of tab calcium citrate malate could also help attract health-conscious individuals looking for nutritious options within the ancient grains market.