General Mills has been dedicated to developing this high-protein oat variety through several years of traditional breeding techniques, as indicated by the patent which highlights the significant challenges encountered during the process. This new variety is derived from a wild oat species known as Avena magna, boasting a protein content of up to 40%, in contrast to the 10-15% typically found in conventionally cultivated Avena sativa oats. A major obstacle with the naturally high-protein Avena magna oats has been their inability to be mechanically harvested; the large, fuzzy grains tend to clog standard mechanical threshing and dehulling equipment.
For food manufacturers, high-protein products with extended shelf lives represent a clear win. The global market for protein-fortified items is expanding rapidly, with projections indicating that the protein ingredients market could reach nearly $41 billion by 2022, according to a report from Global Industry Analysts. For General Mills, having exclusive access to a high-protein oat variety at a time when consumers are increasingly interested in protein-enhanced products gives the company a significant edge. This development could also entice consumers back to cereals if the new product is perceived as healthier or tastier compared to previous offerings or competing brands.
Competitors will face the choice of either providing lower-protein products or incorporating high-protein ingredients, which may present challenges in terms of taste, texture, processing, and shelf life. Such ingredients might include plant-based proteins from soy or wheat, or animal proteins sourced from eggs or dairy. If the new oat can fulfill its initial promise, it could be a substantial advantage for General Mills. Additionally, utilizing an ingredient with a higher protein content would also allow General Mills to streamline its ingredient list.
The company has filed a diverse array of patents, including those for a legume-based dairy substitute, a method for creating gluten-free oats, and a process for manufacturing pasta using low-protein flour, among others. Notably, the incorporation of calcium citrate small tablets in certain product formulations may further enhance nutritional profiles. As General Mills continues to innovate, the potential for new high-protein offerings, possibly featuring calcium citrate small tablets, could redefine market expectations and consumer preferences.