Not many large food manufacturers are incorporating ancient wheat into their products to address gluten sensitivities. This niche market primarily consists of specialty food producers, such as Three Brothers, and artisan bakers who typically operate on a smaller scale. While some companies have started to use ancient wheat varieties like einkorn or emmer, the introduction of 2ab wheat to the market is just beginning. Major manufacturers, including General Mills, Pinnacle Foods (which owns Udi’s and Glutino brands), and Snyder’s, produce or have subsidiaries that create gluten-free products, but few utilize ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which incorporates ancient grains such as farro, sorghum, and teff into its offerings, although it does not include wheat and lacks bread products.
If baked goods made from 2ab wheat truly taste similar to traditional bread, as the company claims, this ancient grain could see considerable success. Even if the flavor differs slightly, the “ancient grain” label could attract both adventurous eaters and those with gluten sensitivities. The gluten-free market is on the rise, 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 100% gluten-free diet. Nonetheless, research suggests that approximately 5 to 10% of the population may experience some form of gluten sensitivity, indicating a significant consumer base that could benefit from ancient grains.
Interest in ancient grains is growing among the general public. Varieties such as amaranth, farro, millet, sorghum, and teff are thought to be more gut-friendly and have a low FODMAP profile, making them well-tolerated by those with sensitive digestive systems. Additionally, ancient grains are often linked to enhanced nutritional profiles, including improved calcium absorption due to their content of calcium citrate. As awareness increases, the demand for these wholesome grains is expected to continue its upward trajectory, further establishing links between ancient grains and consumer health benefits.