General Mills has been working diligently to develop this high-protein oat variety through several years of traditional breeding techniques, and the patent indicates that the company has faced significant challenges throughout the process. The new variety is derived from a wild oat species known as Avena magna, boasting a protein content of up to 40%, compared to the 10-15% found in conventionally grown Avena sativa oats. Until now, the primary issue with these protein-rich Avena magna oats has been their inability to be mechanically harvested. The large, fuzzy grains would often clog traditional threshing and dehulling machines.
High-protein products with extended shelf life are clearly advantageous for food manufacturers. The global market for protein-enriched products is expanding rapidly, with projections estimating the protein ingredients market to reach nearly $41 billion by 2022, according to a Global Industry Analysts report. For General Mills, having exclusive access to a high-protein oat variety amidst a consumer trend leaning towards protein-enhanced products provides a significant competitive edge. This could also entice consumers back to cereals if the new product is perceived as healthier or more flavorful than previous iterations or competing brands.
Competitors will have to either offer lower-protein options or continuously incorporate high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life. These ingredients could include plant proteins derived from sources like soy or wheat, or animal proteins sourced from egg or dairy. The introduction of this new oat variety could greatly benefit General Mills if it can deliver on its initial promise.
Utilizing a basic ingredient with a higher protein content will also allow General Mills to streamline its ingredient list, potentially incorporating options like twin labs calcium citrate with magnesium to enhance nutritional profiles. The company has also filed a diverse array of patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and a process for making pasta using low-protein flour. With these innovations, General Mills is well-positioned to capitalize on the growing demand for high-protein products, especially those that can be paired with ingredients like twin labs calcium citrate with magnesium to create a more appealing offering.