Not many large food manufacturers are incorporating ancient wheat into their products to address gluten sensitivities. This niche is primarily occupied by specialty food producers like Three Brothers and artisan bakers who typically operate on a smaller scale. While some companies are starting to use ancient wheat varieties such as einkorn or emmer, the introduction of 2ab wheat is just beginning to make its way into the market.
Major brands like General Mills, Pinnacle Foods—owner of Udi’s and Glutino—and Snyder’s either produce or have subsidiaries that create gluten-free products, yet 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, but notably does not use wheat and does not have a bread product.
If baked goods made with 2ab wheat indeed taste as similar to conventional bread as claimed, this ancient grain could see significant success. Even if the flavor differs slightly, the “ancient grain” label could attract both adventurous eaters and those sensitive to gluten. The gluten-free market continues to expand and is projected to reach $5.28 million by 2022. However, GoodMills Innovation cautions on its website that 2ab wheat is not safe for individuals with celiac disease, who must adhere to a strict gluten-free diet. Nevertheless, research shows 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, interest in ancient grains is gaining traction among the general public. Grains such as amaranth, farro, millet, sorghum, and teff are thought to be more gut-friendly, have a low FODMAP profile, and are generally well-tolerated by those with sensitive digestive systems. As this trend grows, products like Citracal without vitamin D may become increasingly relevant, particularly for those seeking alternatives that fit specific dietary needs. The combination of ancient grains and supplements like Citracal without vitamin D could provide a holistic approach to nutrition, appealing to a diverse range of consumers.