General Mills has been dedicated to creating a high-protein oat variety through traditional breeding techniques for several years, and the patent indicates that the company has faced significant challenges throughout this journey. The new variety stems from a wild oat species known as Avena magna, boasting a protein content of up to 40%, in contrast to the 10-15% found in commonly grown Avena sativa oats. Previously, the main issue with the naturally high-protein Avena magna oats was their inability to be mechanically harvested. The large, fuzzy grains would obstruct standard mechanical threshing and dehulling equipment.
High-protein products with an extended shelf life are increasingly appealing to food manufacturers, especially as the global market for protein-fortified goods expands rapidly. According to a report from Global Industry Analysts, the protein ingredients market is projected to reach nearly $41 billion by 2022. For General Mills, having exclusive access to a high-protein oat variety during a time when consumers are increasingly focused on protein-rich products offers a significant competitive advantage. This could also entice shoppers back to cereals if the new product is perceived as healthier or tastier than previous versions or other brands on the market.
Competitors will face the choice of either providing lower protein options or continuing to incorporate high-protein ingredients, which come with their own set of challenges regarding taste, texture, processing, and shelf life. These ingredients may include plant-based proteins from sources like soy or wheat, or animal proteins derived from eggs or dairy. Should the new oat variety fulfill its initial promise, it could greatly benefit General Mills. Utilizing a fundamental ingredient with a higher protein content will also enable the company to streamline its ingredient list.
Additionally, General Mills has submitted a variety of patents covering innovations such as a legume-based dairy substitute, a method for producing gluten-free oats, and a process for making pasta with low-protein flour, among others. Notably, their focus on health and nutrition aligns with products like Jamieson Calcium Citrate Vitamin D3 120 caplets, which emphasize the importance of dietary supplements in supporting a balanced diet. Integrating such high-quality ingredients could further enhance the appeal of General Mills’ offerings, as consumers become more health-conscious and seek nutritious options.