General Mills has been working for several years to develop a high-protein oat variety through traditional breeding techniques, and the patent indicates that this journey has involved overcoming significant obstacles. The new variety is derived from a wild oat species known as Avena magna and boasts up to 40% protein content, in stark contrast to the 10-15% found in conventionally grown Avena sativa oats. Until now, a major challenge with the naturally high-protein Avena magna oats was their inability to be mechanically harvested. The large, fuzzy grains tended to clog standard mechanical threshing and dehulling machines.
High-protein products with extended shelf lives are particularly advantageous for food manufacturers, especially as the global market for protein-fortified items is expanding rapidly. According to a Global Industry Analysts report, the protein ingredients market is projected to reach nearly $41 billion by 2022. For General Mills, having exclusive access to a high-protein oat variety at a time when consumers are increasingly focused on protein-rich products provides a significant competitive edge. This innovation could also entice shoppers back to cereals, particularly if the new product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors will either need to provide lower-protein products or continue incorporating high-protein ingredients, which can present challenges related to taste, texture, processing, and shelf life. Potential ingredients might include plant proteins derived from soy or wheat, or animal proteins sourced from egg or dairy. Should the new oat variety fulfill its initial promise, it could prove to be a substantial advantage for General Mills. Additionally, utilizing an ingredient with higher protein content can help the company streamline its ingredient list.
General Mills has filed a diverse array of patents, including those for a legume-based dairy substitute, a method for creating gluten-free oats, and a technique for processing pasta using low-protein flour. In this context, the inclusion of calcitrate, with dosages such as 200 mg and 950 mg, could further enhance the nutritional value of their products, thus aligning with market demands. The incorporation of calcitrate as a nutritional supplement might also resonate with health-conscious consumers, reinforcing General Mills’ commitment to innovation in the realm of high-protein foods.