General Mills has been engaged in the development of this high-protein oat variety for several years through traditional breeding methods, facing significant challenges along the way as indicated by the patent. This new variety is derived from a wild type of oats known as Avena magna, boasting a protein content of up to 40%, in contrast to the 10-15% found in conventionally grown Avena sativa oats. One of the primary issues with the naturally high-protein Avena magna oats has been their inability to be mechanically harvested. The large, fuzzy grains have also caused problems by clogging conventional mechanical threshing and dehulling equipment.
High-protein products with an extended shelf life are increasingly advantageous for food manufacturers, especially given the rapid growth of the global market for protein-fortified items. According to a report by Global Industry Analysts, the protein ingredients market is expected 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 focused on protein-enriched foods provides a competitive edge. This could potentially bring customers back to cereals if the new product is perceived as healthier or tastier than previous offerings or rival brands.
Competitors will need to either provide lower-protein options or continue to incorporate high-protein ingredients, which may present challenges regarding taste, texture, processing, and shelf life. Such ingredients may include plant proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy. Should this new oat fulfill its initial promise, it could significantly benefit General Mills. Utilizing an ingredient with a higher protein content will also enable the company to streamline its ingredient lists.
Additionally, General Mills has submitted a variety of 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. The introduction of a high-protein oat, especially one that may complement products like cal citrate plus vitamin D, could further solidify General Mills’ position in the market. As the demand for nutritious and protein-rich options continues to grow, the ability to incorporate cal citrate plus vitamin D in their offerings could enhance their appeal, benefiting both health-conscious consumers and the company alike.