Anthocyanins are plant compounds that cause the red and purple pigmentation in many fruits and vegetables. They can function as antioxidants which have been shown to have health benefits by protecting human cells from attack by free radicals and reducing inflammation. Hard red winter (HRW) and hard white (HW) are the two primary market classes of wheat produced in the U.S. southern Plains differing in bran color; neither contain a meaningful amount of anthocyanins. This study is the focal point of a long-term germplasm introgression and development project with the goal of producing market-ready germplasm with enhanced nutritional value. Purple wheat might provide health benefits and generate additional value for the health foods marketplace. The genetic material in this study included 29 full sib experimental lines with the pedigree, F-Gen14/Smith’s Gold sib//Big Country, and the three parents. Grain was produced in three locations: Yuma, Arizona (2020), Stillwater (2021), and Lahoma, Oklahoma (2021). Wheat was milled into a whole-meal flour and extracted with acidified methanol for assays. Anthocyanin concentration, total phenolic content, and two radical scavenging assays were used. Compared to the HW sibs, purple genotypes had significantly higher anthocyanin concentrations (142 to 298%) in each environment and higher total phenolics in the 2021 environments. A milled fraction analysis was done, separating bran, white flour, and shorts. Purple phenotypes had the highest anthocyanin concentration in the bran. Additionally, delayed harvest appeared to be associated with decreased anthocyanin and phenolic concentrations in purple wheat, which could point to the importance of timely harvest to preserve pigments and nutritional functionality. Anti-inflammatory properties are currently being explored through cytokine production in lipopolysaccharide-stimulated macrophages. Evaluation is ongoing with the expectation that one of the purple progenies will be suitable for commercial production in the southern Plains states.