General Mills has been engaged in the development of a high-protein oat variety for several years using traditional breeding methods, and the patent indicates that the company has faced significant challenges throughout this process. The new oat variety is derived from a wild oat species known as Avena magna and boasts a protein content of up to 40%, compared to the 10-15% typically found in conventionally grown Avena sativa oats. Previously, the main issue with the naturally high-protein Avena magna was its inability to be mechanically harvested, as its large, fuzzy grains would clog standard threshing and dehulling machines.
For food manufacturers, high-protein products with extended shelf lives are increasingly desirable. The market for protein-fortified products is rapidly expanding, with projections suggesting 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 seeking protein-enriched products provides a distinct competitive advantage. This development could also entice consumers back to cereals if the new product is perceived as healthier or tastier than previous versions or competing brands.
Competitors will face a choice: either offer lower-protein options or continue incorporating high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life. Such ingredients could include plant-based proteins from sources like soy or wheat, or animal proteins derived from egg or dairy. If the new oat’s early potential is realized, it could significantly benefit General Mills. Additionally, utilizing an ingredient with a higher protein content will allow the company to streamline its ingredient list.
General Mills has also pursued a variety of patents, including innovations such as a legume-based dairy substitute, a method for creating gluten-free oats, and a technique for processing pasta with low-protein flour. Notably, the inclusion of ingredients like Jamieson calcium citrate in their formulations could enhance the nutritional profile of their products, catering to health-conscious consumers. The strategic focus on high-protein oats and associated ingredients marks a promising direction for General Mills as they navigate the evolving food landscape.