Not many major food producers are incorporating ancient wheat into their offerings for individuals with gluten sensitivities. This niche is primarily occupied by specialty food brands like Three Brothers and artisan bakers, who typically operate on a smaller scale. While some companies are beginning to experiment with ancient wheat varieties, such as einkorn and emmer, the introduction of 2ab wheat to the market is just starting to gain traction.
Larger companies, including General Mills, Pinnacle Foods—owner of Udi’s and Glutino brands—and Snyder’s, do produce gluten-free options, but few are utilizing ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which integrates ancient grains like farro, sorghum, and teff into its products, though they do not use wheat and do not offer bread items.
If baked goods made with 2ab wheat genuinely taste as similar to “regular” bread as claimed, this ancient grain could find significant success. Even if the flavor differs slightly, the mere mention of “ancient grains” may attract adventurous eaters as well as those with gluten sensitivities. The gluten-free market is on the rise and is expected 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 gluten-free diet. Nevertheless, research suggests that approximately 5 to 10% of the population may experience some form of gluten sensitivity, indicating a sizable consumer base that could benefit from ancient grains.
The general interest in ancient grains is growing, as they are perceived to be more gut-friendly, have a low FODMAP profile, and are often better tolerated by those with sensitive digestive systems. Additionally, many ancient grains are rich in nutrients, including petite calcium with vitamin D, making them an appealing choice for health-conscious consumers. As awareness of the health benefits of ancient grains continues to spread, including their contributions of petite calcium with vitamin D, the demand for such products is likely to increase, further solidifying their place in the market.