Tortillas, flatbread innovations appease BFY demand

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Tortillas, flatbread innovations appease BFY demand

17 Oct 2025

KANSAS CITY, MO — The perception of tortillas and flatbreads as healthy, convenient and versatile pantry staples is driving consumer interest in the category. Growing preference for less-processed foods plays into the appeal.

Here’s how manufacturers are responding with innovation and enhanced production methods to expand their better-for-you portfolios.

New ingredients shake things up

Corn tortillas have the biggest share of the US tortilla market, according to Future Market Insights’ (FMI) “USA Tortilla Market Report for 2025-2035.” Consumers seeking fewer calories, higher fiber, gluten-free and clean-label products are driving a niche for manufacturers within the space.

Leveraging this opportunity, San Diego-based PACHA, a manufacturer of buckwheat-based, allergen-free baked goods, expanded its gluten-free bread portfolio to include a tortilla line made from sourdough, sprouted buckwheat and sea salt. These tortillas are not only gluten-free, but they also deliver some of the appealing characteristics of corn tortillas in a sourdough format.

“Our tortilla was actually a happy accident,” said Adam Hiner, co-founder of PACHA. “We were testing a batch of crackers, and I pulled one out early that looked like a tiny tortilla, which sparked the idea. We pivoted almost immediately knowing that the gluten-free tortilla category was missing a clean, functional option without binders or fillers.”

The company produces its tortillas from the same base formula as its bread. They require a different process than that of traditional tortillas because they are made from a batter rather than a dough. It begins with soaking the buckwheat seeds for 24 hours to reduce anti-nutrients and initiate sprouting.

Whole buckwheat groats are then sprouted and blended into the batter with an industrial food processor. The batter is fermented for 16 hours using the wild yeast present on the buckwheat groats. Unlike sourdough bread, there is no added yeast from a starter because the buckwheat already has the yeast necessary for the fermentation process.

“Buckwheat is a dream to work with, and it is naturally gluten-free and nutrient-dense,” Hiner said. “The only challenge is ensuring we have enough of it, which is why we contract-grow all of our buckwheat with regenerative farmers.”

R&D did not center around dough reformulation. Instead, efforts were focused on how to manufacture the tortillas at scale. Customized equipment unlike any other in the tortilla category was developed to manage the production process.

Ironically, growing demand for PACHA’s tortillas has created the biggest production challenge: scaling up.

“Our batter behaves more like pancake batter than traditional dough, so conventional presses don’t work,” Hiner said. “This discovery pushed us to design a proprietary process and build custom machinery.”

Aligning the company’s expansion of operations with increased product demand requires a strategic, yet balanced, approach.

“We are seeing significant interest in our tortillas because, despite growing demand for gluten-free and organic options, there are no widely available tortillas that check all the boxes for organic, gluten-free, clean label and structurally functional,” Hiner said. “Our process is entirely unique, and we are still refining as we scale, but our facility can only scale so fast. It’s a great problem to have, but one that requires careful planning and investment.”

The company is moving toward more technology, which includes adding an automated tortilla press. Looking ahead to future innovation, Hiner noted PACHA’s tortilla formulation is receptive to other flavors and ingredients. For now, however, the production team remains focused on the original recipe and a whole grain option that blends the hulls of buckwheat groats into the tortilla for a more fiber-rich recipe.

Prioritizing better-for-you formulations

The movement toward healthier, less-processed food is propelling growth in this segment, according to FMI’s report. Manufacturers of more traditional tortillas and flatbreads are responding with new lines of gluten-free, low-carb and higher-protein products to satisfy consumer preference for better-for-you options.

Ridgefield, NJ-based Toufayan Bakeries has embraced the trend of high-protein bakery items, even though increasing protein brings production challenges. From an R&D perspective, incorporating additional protein requires careful formulation to maintain the desired texture and machinability. High-protein doughs can be denser and less elastic, necessitating adjustments in mixing times and hydration levels.

“Our keto-friendly line, including pita, wraps and flatbreads, contains up to 7 grams of protein and 13 grams of fiber per serving with zero sugar,” said Karen Toufayan, VP of marketing and sales at Toufayan Bakeries. “Our production teams have optimized processes to ensure our high-protein products meet our standards for taste and quality.”

This story has been adapted from the August | Q3 2025 issue of Commercial Baking. Read the full story in the digital edition here.

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