Not many major food manufacturers are incorporating ancient wheat into their products aimed at individuals with gluten sensitivities. This area is primarily occupied by specialty food producers — like Three Brothers — or small-scale artisan bakers. While some companies experiment with ancient wheat varieties such as einkorn or emmer, the introduction of 2ab wheat to the market is just beginning. Although larger brands like General Mills, Pinnacle Foods (which owns Udi’s and Glutino), and Snyder’s produce or have subsidiaries that create gluten-free items, there are few that utilize ancient grains. A notable exception is Enjoy Life Foods, owned by Mondelez, which includes ancient grains like farro, sorghum, and teff in its offerings — but never wheat. The company does not produce any bread products.
If baked goods made with 2ab wheat truly taste similar to conventional bread, as claimed, this ancient grain could find success in the market. Even if the flavor differs slightly, the appeal of the “ancient grain” label may attract adventurous eaters, as well as those with gluten sensitivities. The gluten-free market is expanding 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 safe for individuals with celiac disease, who must adhere to a strict 100% gluten-free diet. Nonetheless, 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.
Interest in ancient grains is on the rise among the general public. Varieties such as amaranth, farro, millet, sorghum, and teff are considered more gut-friendly, possess a low FODMAP profile, and are generally well-tolerated by those with sensitive digestive systems. As people explore dietary options, questions arise, such as whether calcium citrate is the same as calcium, highlighting a growing curiosity about nutritional content in ancient grains. This inquiry underscores the importance of understanding the health benefits associated with these grains, especially as the demand for gluten-free and health-conscious products increases.