When most people think of whole grain, multi-grain or gluten-free baked products, sorghum is not the first ingredient that comes to mind. But all that may change with ADM’s introduction of sorghum flour for gluten-free and multi-grains applications. The product, which is made in the form of both white and whole grain white sorghum flour, made its debut at this year’s Institute of Food Technologists Expo in Chicago where attendees learned that sorghum flour can be used to make anything from gluten-free cookies to gluten-free pancakes, cakes and more.

“Consumers are becoming more familiar with gluten-free diets and products as awareness of celiac disease and wheat intolerance increases,” said Brook Carson of ADM Milling. “In addition, food manufacturers are interested in ADM’s sorghum flour due to the reasonable price and the variety it offers. Having another ‘tool in the kit’ is always appreciated by food formulators.”

There are signs the product could also be of interest to consumers overseas. The U.S. Grains Council this year has hosted two international sorghum food teams to the United States representing Europe and Central America.

It is Europe’s interest in gluten-free products in particular that highlights a large potential market for sorghum flour. “In 2008, the U.S. market for gluten-free products was $1.5 billion, and it is expected to reach $2.6 billion in 2010,” said Florentino Lopez of the United Sorghum Checkoff Program. “Right now the European market already surpasses that total which means ADM has introduced a product that can quickly gain popularity in the industry and among consumers outside of the United States.” Lopez said the changing landscape in consumer interest in whole grains and gluten-free foods makes a strong case for the marketing of such a product both domestically and internationally.

For the time being, ADM plans to focus on the domestic market when it comes to touting the benefits of its new sorghum flour however, the health advantages are universal. The whole grain white sorghum flour provides many of the nutritional benefits associated with whole grains such as antioxidants, fiber and vitamins. To health-conscious consumers, those are benefits worth paying attention to – and they may also be benefits that redefine consumers’ notions of sorghum and its use in various food products.

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