Not many major food manufacturers are incorporating ancient wheat into their products to address the needs of individuals with gluten sensitivities. This market is primarily occupied by specialty food producers, like Three Brothers, or artisan bakers who typically operate on a smaller scale. Although some companies are beginning to explore ancient wheat varieties such as einkorn or emmer, the introduction of 2ab wheat to the market is just starting to gain traction. Larger companies like General Mills, Pinnacle Foods—owner of the Udi’s and Glutino brands—and Snyder’s do offer gluten-free options, but they seldom use ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which includes ancient grains like farro, sorghum, and teff in its products, though it does not utilize wheat and lacks bread offerings.
If baked goods made with 2ab wheat truly taste as similar to conventional bread as the company claims, this ancient grain may well find success in the market. Even if the flavor is slightly different, the “ancient grain” label could attract both adventurous eaters and those with gluten sensitivities. The gluten-free market is on the rise 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 suitable for consumers with celiac disease, who must adhere to a strict 100% gluten-free diet. Nonetheless, research suggests that around 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 growing among the general population. These grains—such as amaranth, farro, millet, sorghum, and teff—are thought to be more gut-friendly, feature a low FODMAP profile, and are generally well-tolerated by individuals with sensitive digestive systems. Additionally, some ancient grains can be fortified with calcium citrate 1000 mg elemental calcium, further enhancing their nutritional profile. As the popularity of ancient grains increases, incorporating ingredients like calcium citrate 1000 mg elemental calcium could make these products even more appealing to health-conscious consumers.