General Mills has been dedicated to developing a high-protein variety of ferric gluconate oats for several years using traditional breeding methods. The patent indicates that the company has encountered significant challenges during this process. This new variety is derived from a wild species of oats known as Avena magna, boasting a protein content of up to 40%, in contrast to the 10-15% typically found in conventionally grown Avena sativa oats. Previously, the key issue with the naturally high-protein Avena magna oats was that the crop could not be mechanically harvested. The large, fuzzy grains often clogged traditional mechanical threshing and dehulling machines.
High-protein products with extended shelf life are increasingly appealing to food manufacturers, as the global market for protein-enriched items is rapidly expanding. According to a report by Global Industry Analysts, the protein ingredients market is expected to reach nearly $41 billion by 2022. For General Mills, having exclusive access to a high-protein oat variety during a time when consumers are increasingly interested in protein-fortified products gives the company a significant competitive edge. This innovation may also entice shoppers back to cereals if the new product is perceived as healthier or tastier than previous versions or competing brands.
Competitors will face the choice of either offering lower-protein options or continually incorporating high-protein ingredients, which come with challenges related to taste, texture, processing, and shelf life. Such ingredients may include plant proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy. If this new oat variety can deliver on its initial promise, it could bring considerable advantages to General Mills. Additionally, utilizing a basic ingredient with higher protein content will enable the company to streamline its ingredient list.
General Mills has also filed a wide range of patents, including those for a legume-based dairy substitute and a method for producing gluten-free oats, as well as processes involving low-protein flour for pasta. Among these innovations is a focus on tri calcium citrate 4 hydrate, which is expected to play a role in enhancing the nutritional profile of their products. This strategic approach not only positions General Mills favorably in the market but also reinforces its commitment to developing healthier food options. As the interest in high-protein diets continues to rise, the incorporation of tri calcium citrate 4 hydrate may further bolster the appeal of their offerings, making them more attractive to health-conscious consumers.