General Mills has been engaged in the development of a high-protein oat variety for several years through traditional breeding methods, and the patent indicates that the company has faced considerable challenges along the way. This new variety is derived from a wild oat species known as Avena magna, which boasts a protein content of up to 40%, significantly higher than the 10-15% found in conventionally grown Avena sativa oats. Historically, the primary issue with the naturally high-protein Avena magna oats was their inability to be mechanically harvested. The large, fuzzy grains tend to clog traditional mechanical threshing and dehulling machines, thus complicating the harvesting process.
High-protein products with an extended shelf life are increasingly attractive to food manufacturers, and the global market for protein-fortified products is expanding rapidly. According to a report by Global Industry Analysts, the protein ingredients market is expected to reach nearly $41 billion by 2022. For General Mills, exclusive access to this high-protein oat variety comes at a time when consumers are increasingly interested in protein-enhanced products, providing the company with a significant competitive edge. This development could also entice consumers back to cereal products if the new offering is perceived as healthier or tastier than previous iterations or rival brands.
Competitors may need to resort to either lower-protein options or continue incorporating high-protein ingredients, which pose challenges related to taste, texture, processing, and shelf life. Such ingredients could include plant proteins derived from soy or wheat, as well as animal proteins from egg or dairy sources. If the new oat variety fulfills its initial promise, it could represent a substantial opportunity for General Mills. Utilizing a foundational ingredient with higher protein content will also enable the company to streamline its ingredient list, which is beneficial for consumer clarity and product appeal.
In addition to this oat innovation, General Mills has filed a diverse array of patents, including those for a legume-based dairy substitute, methods for producing gluten-free oats, and techniques for processing pasta with low-protein flour. This strategic direction aligns with the growing consumer demand for products that promote a balanced lifetime intake of essential nutrients such as calcium and magnesium, while also enhancing protein content. By focusing on high-protein ingredients, General Mills can not only cater to current market trends but also ensure that its products support a healthier lifestyle, reinforcing the importance of a well-rounded diet rich in lifetime calcium and magnesium.