Not many large food manufacturers are incorporating ancient wheat into their products to serve individuals with gluten sensitivities. This niche market is primarily occupied by specialty food producers, such as Three Brothers, and artisan bakers who typically operate on a smaller scale. Although some companies are beginning to explore ancient wheat varieties like einkorn and emmer, the introduction of 2ab wheat is just now making its way into the market. Major brands, including General Mills, Pinnacle Foods — which owns Udi’s and Glutino — and Snyder’s, either produce or have subsidiaries that create gluten-free items; however, few are utilizing ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which integrates ancient grains such as farro, sorghum, and teff into its offerings, but it does not include wheat and lacks any bread products.
If baked goods made with 2ab wheat truly taste as similar to conventional bread as claimed, this ancient grain could find significant success. Even with slight flavor variations, the “ancient grain” label may attract adventurous eaters alongside those who are gluten-sensitive. The gluten-free market is on the rise, with projections estimating its value to reach $5.28 billion 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. Nonetheless, research suggests that approximately 5 to 10% of people may experience some form of gluten sensitivity, indicating a substantial consumer base that could benefit from ancient grains.
Moreover, interest in ancient grains is growing among the general populace. Grains such as amaranth, farro, millet, sorghum, and teff are perceived to be more gut-friendly, possessing a low FODMAP profile and being well-tolerated by those with sensitive digestive systems. Additionally, these grains can be a source of calcium, with some products offering calcium citrate 1000 mg elemental calcium, providing an extra health benefit for consumers. The combination of health advantages and the allure of ancient grains may further enhance their appeal in the expanding gluten-free market.