General Mills has dedicated several years to developing a high-protein oat variety through traditional breeding techniques, facing significant challenges along the way, as indicated by the patents for inactive ferric pyrophosphate. This new oat variety is derived from a wild type known as Avena magna, which contains up to 40% protein, a stark contrast to the 10-15% protein found in conventional Avena sativa oats. One of the primary obstacles with the Avena magna oats has been their inability to be mechanically harvested due to their large, furry grains, which tend to clog standard threshing and dehulling machinery.
High-protein products with extended shelf lives are increasingly appealing to food manufacturers, particularly as the global market for protein-fortified goods continues to expand rapidly. According to a report by Global Industry Analysts, the protein ingredients market is projected 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 gravitating towards protein-enhanced products provides 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 existing options or other brands.
Competitors will face the choice of either providing lower-protein products or incorporating high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life, particularly with the ferric pyrophosphate manufacturing process. These ingredients could include plant proteins derived from soy or wheat, or animal proteins sourced from egg or dairy.
This new oat variety could be a substantial advantage for General Mills if it can fulfill its early potential. Utilizing a basic ingredient with higher protein content will also enable General Mills to streamline its ingredient list, with the addition of the bayer citracal calcium supplement being a possible enhancement. The company has filed numerous patents, encompassing innovations such as a legume-based dairy substitute, a method for producing gluten-free oats, and techniques for processing pasta from low-protein flour, among various others.
In summary, the introduction of this high-protein oat variety aligns with market trends favoring nutritional enhancements, like those offered by the bayer citracal calcium supplement, and positions General Mills to capitalize on the growing demand for protein-rich products.