“GoodWheat reinvents wheat as a ‘functional food,’ adding value to the entire wheat supply chain, from seed to table, by enabling a wider range of choices to meet evolving consumer demands,” said the company.
Trademarked as GoodWheat and milled from a unique variety of non-GMO wheat grown in the western US, the flour delivers increased fiber (10g), resistant starch (containing up to 94% amylose compared to 25-30% amylose in tradition wheat), reduced allergenic gluten, improved protein quality, and reduced calories compared to conventional wheat flour.
"While many consumers have turned to ancient grains or nut flours to reduce the amount of gluten in their diets, they can be difficult to incorporate into recipes. With our natural GoodWheat Reduced Gluten Wheat Flour, consumers can enjoy the same wheat taste they love, but with significantly less gluten and more fiber," said Sarah Reiter, chief commercial officer at Arcadia.
While GoodWheat may not be an ideal dietary fit for the 1% of the population who has celiac disease, requiring a gluten-free diet, the product is being marketed towards the 26% of American consumers who are trying to reduce their gluten intake (according to research by The Connell Group conducted on behalf of Arcadia).
This specific consumer group have not been diagnosed with a gluten-related condition but report feeling better by consuming less gluten, according to the survey.
"Many consumers are looking to reduce their gluten intake, either as a result of a sensitivity or because they simply feel better, and our GoodWheat Reduced Gluten Wheat Flour allows them to enjoy their favorite recipes without compromising on taste or texture," said Reiter.
Two-pound bags of Arcadia's GoodWheat Reduced Gluten Wheat Flour will be available for purchase through the company's new website, EatGoodWheat.com, for $12.99 until they sell out, with orders expected to ship in early January. Only 500 bags were produced as part of the limited release, with a full-scale release planned for spring 2020.