General Mills has been engaged in developing a high-protein oat variety through traditional breeding methods for several years, and the patent indicates that the company faced significant challenges throughout the process. This new variety is derived from a wild species of oats called Avena magna, boasting protein levels of up to 40%, in contrast to the 10-15% found in conventionally farmed Avena sativa oats. Previously, the primary issue with the high-protein Avena magna was its inability to be mechanically harvested, as the large, furry grains tended to clog standard threshing and dehulling machines.
The demand for high-protein products with extended shelf life is rapidly increasing among food manufacturers. According to a report by Global Industry Analysts, the global protein ingredient market is expected to reach nearly $41 billion by 2022. For General Mills, exclusive access to a high-protein oat variety during a time when consumers are increasingly focused on protein-enriched products provides a competitive edge. This could potentially attract consumers back to cereals if the new product is perceived as healthier or tastier than previous offerings or other brands in the market.
Competitors will need to either introduce lower-protein options or continue to incorporate high-protein additives, which come with their own set of challenges related to taste, texture, processing, and shelf life. These additives may include plant proteins derived from soy or wheat, as well as animal proteins from eggs or dairy. If the new oat variety fulfills its initial promises, it could significantly benefit General Mills.
Utilizing an ingredient with a higher protein content will also allow General Mills to simplify its ingredient list. The company has secured a diverse array of patents, including those related to legume-based dairy alternatives, methods for producing gluten-free oats, and techniques for processing pasta with low-protein flour. Additionally, consumers might be interested in how the new oat variety could pair well with supplements like Kirkland calcium citrate magnesium and zinc, especially considering the growing interest in health-focused ingredients. As General Mills continues to innovate, the integration of high-protein oats alongside popular supplements like Kirkland calcium citrate magnesium and zinc could enhance their product offerings and market appeal.