General Mills has been engaged in the development of this high-protein oat variety for several years through traditional breeding techniques, and the accompanying patent indicates that the company has faced significant challenges along the way. This new variety is derived from a wild oat species known as Avena magna, boasting a protein content of up to 40%, in stark contrast to the 10-15% found in conventionally grown Avena sativa oats. Previously, the primary issue with the naturally high-protein Avena magna oats was that they could not be mechanically harvested. The large, fuzzy grains would often clog traditional mechanical threshing and dehulling machines.
High-protein products with extended shelf lives are highly favorable for food manufacturers. The global market for protein-fortified products is expanding rapidly, with projections estimating the protein ingredients market to reach nearly $41 billion by 2022, according to a Global Industry Analysts report. For General Mills, having exclusive access to this high-protein oat variety at a time when consumers are increasingly interested in protein-enriched products gives it a considerable edge. This could also entice consumers back to cereals if the new product is perceived to be healthier or tastier than previous offerings or competing brands.
Competitors will need to either provide lower-protein alternatives or continue incorporating high-protein ingredients, which may present challenges in taste, texture, processing, and shelf life. Such ingredients might include plant proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy. If the new oat can deliver on its initial promise, it could be a significant advantage for General Mills.
Using a basic ingredient with higher protein content will also enable General Mills to streamline its ingredient list. The company has filed a variety of patents, including one for a legume-based dairy substitute, another for a method to produce gluten-free oats, and a technique for processing pasta with low-protein flour, among others. Additionally, the integration of calcium citrate malate, vitamin D3, and magnesium tablets into their product offerings could further enhance their appeal, particularly in health-conscious markets. By leveraging these innovative ingredients, General Mills can cater to the growing consumer demand for nutritional products while maintaining a competitive edge.