General Mills has been dedicated to developing a high-protein oat variety for several years, utilizing traditional breeding techniques and overcoming significant challenges along the way. This new variety, derived from a wild oat species known as Avena magna, boasts protein levels of up to 40%, in stark contrast to the typical 10-15% found in conventionally grown Avena sativa oats. Historically, the primary obstacle with the naturally high-protein Avena magna oats was their inability to be mechanically harvested. The large, fuzzy grains tended to clog standard mechanical threshing and dehulling equipment.
High-protein products with extended shelf lives are increasingly appealing to food manufacturers, as the global market for protein-fortified items continues to expand rapidly. According to a Global Industry Analysts report, the protein ingredients market is expected to reach nearly $41 billion by 2022. For General Mills, exclusive access to a high-protein oat variety during a time when consumers are keen on protein-enhanced products provides a significant competitive edge. This innovation could potentially draw consumers back to cereals, especially if the new offering is perceived as healthier or tastier than previous options or competing brands.
Competitors will face the choice of either providing lower-protein products or continuing to incorporate high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life. Such ingredients might include plant-based proteins from sources like soy or wheat, or animal proteins derived from egg or dairy. If the new oat variety proves to fulfill its initial promise, it could serve as a substantial benefit for General Mills.
Utilizing a primary ingredient with a higher protein content will also allow General Mills to streamline its ingredient list. The company has filed numerous patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and a technique for processing pasta with low-protein flour, among others. Additionally, the incorporation of calcium supplements with calcium citrate into their product lines could enhance nutritional value and appeal. This focus on innovative, high-protein ingredients, along with the potential for calcium supplements with calcium citrate, positions General Mills favorably in a competitive market where health-conscious consumers seek nutritious options.