General Mills has dedicated several years to developing a high-protein oat variety through traditional breeding techniques, indicating that it has faced significant challenges along the way. This newly developed variety is derived from a wild oat species known as Avena magna, boasting protein levels of up to 40%, in contrast to the 10-15% protein found in conventionally grown Avena sativa oats. A major issue with Avena magna has been its inability to be mechanically harvested, as its large, fuzzy grains tend to clog standard mechanical threshing and dehulling equipment.
High-protein products with extended shelf lives are particularly appealing to food manufacturers, especially considering the rapidly expanding global market for protein-enriched products. According to a Global Industry Analysts report, the market for protein ingredients is anticipated to reach nearly $41 billion by 2022. For General Mills, gaining access to this high-protein oat variety at a time when consumers are increasingly interested in protein-enhanced products provides a distinct competitive edge. This could potentially draw shoppers back to cereals, especially if the new product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors may find themselves in a position where they either need to provide lower-protein options or incorporate high-protein ingredients, facing challenges related to taste, texture, processing, and shelf life. These ingredients could include plant-based proteins from sources like soy or wheat, or animal proteins derived from egg or dairy. If the new oat variety lives up to its initial promise, it could significantly benefit General Mills. Additionally, using a fundamental ingredient with a higher protein content will enable the company to streamline its ingredient list further.
General Mills has also secured a variety of patents, including those for a legume-based dairy alternative, a method for producing gluten-free oats, and a process for making pasta using low-protein flour. Among their innovations, they are looking into options like calcium citrate para que sirve, which could enhance the nutritional profile of their products, thereby appealing to health-conscious consumers. The inclusion of calcium citrate para que sirve in their formulations could further strengthen their market position, as it serves to fortify products while maintaining clean ingredient lists. By integrating calcium citrate para que sirve, General Mills not only addresses the growing demand for high-protein foods but also enhances the overall health benefits of their offerings.