General Mills has been dedicated to developing a high-protein oat variety for several years using traditional breeding techniques. The patent indicates that the company faced significant challenges during this process. This new oat variety is derived from a wild species known as Avena magna, which contains up to 40% protein, compared to the 10-15% typically found in conventionally grown Avena sativa oats. A major obstacle with the naturally high-protein Avena magna oats was their inability to be mechanically harvested, as the large, fuzzy grains would clog conventional threshing and dehulling equipment.
High-protein products with extended shelf lives are increasingly appealing to 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 expected to reach nearly $41 billion by 2022. For General Mills, securing exclusive access to a high-protein oat variety during a time when consumers are increasingly interested in protein-rich products gives the company a significant edge. This innovation could also draw consumers back to cereals if the product is perceived as healthier or more flavorful than previous iterations or competing brands.
Competitors will face the choice of either providing lower protein options or continually incorporating high-protein ingredients, which may lead to taste, texture, processing, and shelf life challenges. These ingredients could range from plant-based proteins derived from soy or wheat to animal proteins sourced from egg or dairy. If the new oat variety lives up to its initial potential, it could be a substantial asset for General Mills. By utilizing a basic ingredient with a higher protein content, the company can also streamline its ingredient list.
In addition to this oat development, General Mills has filed a variety of patents, including one for a legume-based dairy substitute, a technique for producing gluten-free oats, and a method for processing pasta with low-protein flour, among others. Moreover, the incorporation of calcium carbonate to calcium citrate could further enhance the nutritional profile of their products. This strategic move to improve ingredient quality and functionality aligns with current consumer trends favoring health-conscious choices. Overall, the success of the high-protein oat variety and the potential benefits of calcium carbonate to calcium citrate may significantly impact General Mills’ market position in the evolving food landscape.