Not many major food manufacturers are incorporating ancient wheat into their products to address the needs of individuals with gluten sensitivities. This niche is primarily occupied by specialty food producers, such as Three Brothers, and artisan bakers who typically operate on a smaller scale. While some companies are beginning to experiment with ancient wheat varieties like einkorn and emmer, 2ab is just now making its debut in the market.
Larger companies like General Mills and Pinnacle Foods — which owns the Udi’s and Glutino brands — along with Snyder’s, do produce gluten-free products through their subsidiaries, but few are utilizing ancient grains. An exception is Enjoy Life Foods, a Mondelez-owned brand, which incorporates ancient grains like farro, sorghum, and teff into its offerings, although it does not use wheat and lacks a bread product.
If baked goods made from 2ab wheat indeed taste as similar to conventional bread as claimed, this ancient grain could find considerable success. Even if the flavor varies slightly, the “ancient grain” label could attract both adventurous eaters and those with gluten sensitivities. The gluten-free market continues to expand and is projected to reach a value of $5.28 billion by 2022. However, GoodMills Innovation cautions on its website that 2ab wheat is not safe for individuals with celiac disease, who require a strict gluten-free diet. Nevertheless, studies suggest 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.
There is a growing interest in ancient grains among the general public. Varieties such as amaranth, farro, millet, sorghum, and teff are often regarded as more gut-friendly, with low FODMAP profiles that are generally well tolerated by those with sensitive digestive systems. Additionally, many of these ancient grains offer health benefits, including higher levels of essential nutrients like calcium citrate and magnesium citrate, which can further enhance their appeal. As awareness of these benefits increases, it is likely that ancient grains will become even more popular, potentially leading to a broader acceptance of options like 2ab wheat in mainstream products.