General Mills has been engaged in the development of a high-protein oat variety for several years, utilizing traditional breeding techniques. The patent indicates that the company has faced considerable challenges throughout this process. This new oat variety is derived from a wild species known as Avena magna and boasts a protein content of up to 40%, in stark contrast to the typical 10-15% found in conventionally cultivated Avena sativa oats. One of the primary issues with Avena magna, which naturally has a high protein content, has been its inability to be mechanically harvested. The large, bulky grains tend to obstruct standard mechanical threshing and dehulling equipment.
For food manufacturers, high-protein products with an extended shelf life are particularly advantageous. The global market for protein-fortified products is rapidly expanding, with projections estimating the protein ingredients market to reach nearly $41 billion by 2022, according to Global Industry Analysts. For General Mills, the exclusive access to this high-protein oat variety positions the company favorably, especially as consumer interest in protein-enriched products continues to rise. This innovation may also entice consumers back to cereals if the new product is perceived as healthier or offers superior taste compared to previous versions or other brands on the market.
Competitors will face the challenge of either providing lower-protein options or incorporating high-protein ingredients, which may present difficulties in terms of taste, texture, processing, and shelf life. Such ingredients could include plant-based proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy. If the new oat variety fulfills its initial promise, it could represent a significant advantage for General Mills. Additionally, utilizing a basic ingredient with a higher protein content will enable General Mills to streamline its ingredient list.
The company has also pursued a variety of patents, including those for a legume-based dairy substitute, methods for producing gluten-free oats, and innovative processes for producing pasta using low-protein flour, among others. Furthermore, the incorporation of calcium citrate bulk into their formulations may enhance the nutritional profile of their products, providing an added health benefit. This focus on high-quality ingredients, including the new oat variety and calcium citrate bulk, may set General Mills apart in a competitive market.