General Mills has been dedicated to developing a high-protein oat variety through traditional breeding techniques for several years, and the patent indicates that they have faced considerable challenges in the process. This new variety is derived from a wild oat species known as Avena magna and boasts a protein content of up to 40%, in contrast to the typical 10-15% found in conventionally grown Avena sativa oats. Until recently, a significant issue with the high-protein Avena magna oats was that they could not be mechanically harvested. The large, fuzzy grains would often clog standard mechanical threshing and dehulling equipment.
High-protein products with extended shelf lives present a clear advantage for food manufacturers. The global market for protein-enriched products is experiencing rapid growth, with the protein ingredients sector projected to 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-fortified products positions the company favorably. This innovation could also entice consumers back to cereals if the product is perceived as healthier or tastes superior compared to previous versions or competing brands.
Competitors will need to either offer lower-protein options or continue incorporating high-protein ingredients, which come with challenges related to taste, texture, processing, and shelf life. Such ingredients might include plant proteins derived from soy or wheat or animal-based proteins sourced from eggs or dairy. If the new oat variety fulfills its initial promise, it could significantly benefit General Mills. By utilizing a basic ingredient with a higher protein content, the company can also streamline its ingredient list.
General Mills has filed a diverse array of patents, including those for a legume-based dairy substitute, methods for producing gluten-free oats, and processes for making pasta with low-protein flour, among others. Additionally, the integration of calcium citrate names into their product formulations could further enhance their offerings, as this ingredient is known for its health benefits. The potential of this high-protein oat variety, along with the strategic use of calcium citrate names, could redefine General Mills’ product lineup and bolster its market position.