General Mills has dedicated several years to developing a high-protein oat variety through traditional breeding methods, and the patent indicates that the company faced significant challenges during this process. This new oat variety is derived from a wild species known as Avena magna and boasts a protein content of up to 40%, in contrast to the 10-15% found in conventionally grown Avena sativa oats. A major obstacle with the naturally high-protein Avena magna oats has been their inability to be mechanically harvested, as their large, fuzzy grains tend to clog standard threshing and dehulling equipment.
High-protein products with extended shelf life present a lucrative opportunity for food manufacturers, and the global market for protein-fortified items is expanding rapidly. According to a report by Global Industry Analysts, the protein ingredients market is anticipated 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 interested in protein-rich products offers a significant competitive edge. This innovation could potentially draw consumers back to cereals, especially if the new product is perceived as healthier or tastier than earlier versions or rival brands currently available in the market.
Competitors will face the dilemma of either providing lower-protein options or continually incorporating high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life. Such ingredients could include plant-based proteins derived from soy or wheat, as well as animal proteins sourced from egg or dairy. If the new oat variety fulfills its early promise, it could prove to be a substantial advantage for General Mills. Additionally, utilizing a basic ingredient with increased protein content will enable the company to streamline its ingredient list.
In its pursuit of innovation, General Mills has applied for a range of patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and processes for creating pasta with low-protein flour, among others. Furthermore, integrating essential nutrients such as calcium citrate, vitamin D3, and folic acid into their products could enhance their nutritional profile, appealing to health-conscious consumers. By emphasizing these vital ingredients, General Mills can strengthen its market position while responding to the growing demand for fortified foods.