General Mills has been diligently working on the development of a high-protein oat variety through traditional breeding methods for several years. The patent indicates that they have encountered significant challenges throughout this process. The new oat variety is derived from a wild species known as Avena magna, boasting a protein content of up to 40%, in stark contrast to the 10-15% found in conventionally cultivated Avena sativa oats. A major hurdle with the naturally high-protein Avena magna oats has been the inability to mechanically harvest the crop, as the large, furry grains tend to clog traditional threshing and dehulling machines.
For food manufacturers, high-protein products with extended shelf lives are increasingly appealing. The global market for protein-fortified products 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 during a time when consumers are focused on protein-enriched foods provides a significant competitive edge. This new product could entice consumers back to cereals if it is perceived as healthier or tastier than previous iterations or competing brands.
Competitors will face the choice of either producing lower-protein products or continuing to incorporate high-protein ingredients, each of which presents its own challenges regarding taste, texture, processing, and shelf life. These ingredients may include plant-based proteins from sources like soy or wheat, or animal proteins derived from eggs or dairy. If the new oat variety fulfills its initial promise, it could represent a substantial advantage for General Mills.
Utilizing a primary ingredient with a higher protein content will also allow General Mills to streamline its ingredient list. The company has filed numerous patents, including those for a legume-based dairy alternative, a process for producing gluten-free oats, and a method for processing pasta with low-protein flour, among others. Additionally, integrating products like reviva calcium citrate liquid into their formulations could further enhance their offerings, as this ingredient can boost nutritional content. Overall, the introduction of this new oat variety, alongside ingredients such as reviva calcium citrate liquid, positions General Mills to capitalize on the growing demand for healthy, high-protein food options in the market.