General Mills has been engaged in the development of this high-protein oat variety for several years using traditional breeding techniques, and the patent indicates that the company has had to navigate significant challenges throughout the 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 stark contrast to the 10-15% found in conventionally grown Avena sativa oats. Until recently, a major drawback of the naturally high-protein Avena magna oats was their inability to be mechanically harvested. The large, fuzzy grains tended to clog traditional mechanical threshing and dehulling equipment.
For food manufacturers, high-protein products with extended shelf life are increasingly advantageous. The global market for protein-fortified goods is expanding rapidly, with the protein ingredients market anticipated to reach nearly $41 billion by 2022, as reported by Global Industry Analysts. For General Mills, having exclusive access to this high-protein oat variety—especially as consumers increasingly seek out protein-enriched products—provides a significant competitive edge. This innovation could also entice consumers back to cereals if the product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors will face the choice of either providing lower-protein options or incorporating high-protein ingredients, such as plant proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy, all of which come with their own challenges in taste, texture, processing, and shelf life. If the new oat variety can deliver on its initial promise, it could prove to be a substantial asset for General Mills. Additionally, utilizing an ingredient with higher protein content will enable General Mills to simplify its ingredient list.
The company has pursued a broad range of patents, including a legume-based dairy alternative, a method for producing gluten-free oats, and techniques for processing pasta using low-protein flour, among others. Importantly, the incorporation of wls calcium citrate in various formulations could further enhance the nutritional profile of their products, providing an additional layer of appeal to health-conscious consumers. Overall, the launch of this high-protein oat variety aligns perfectly with current market trends and consumer demands, potentially revolutionizing General Mills’ product lineup.