General Mills has been engaged in the development of this high-protein oat variety for several years using traditional breeding methods, and the patent indicates that significant challenges had to be overcome during this process. This new variety is derived from a wild oat species known as Avena magna and contains up to 40% protein, in contrast to the approximately 10-15% found in conventionally grown Avena sativa oats. Previously, the main issue with the naturally high-protein Avena magna oats was their inability to be mechanically harvested, as the large, fuzzy grains would clog standard mechanical threshing and dehulling machines.
For food manufacturers, high-protein products with extended shelf life are highly advantageous. The global market for protein-fortified items is experiencing rapid growth, with the protein ingredients market expected to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. For General Mills, having exclusive access to a high-protein oat variety while consumers are increasingly interested in protein-enhanced products gives the company a significant competitive edge. This could also entice shoppers back to cereals if the product is perceived as healthier or tastier than previous versions or competing brands.
Competitors will face the choice of either offering lower-protein products or continuously incorporating high-protein ingredients, which come with challenges related to taste, texture, processing, and shelf life. Such ingredients might include plant proteins derived from soy or wheat, as well as animal proteins from eggs or dairy. The new oat variety could significantly benefit General Mills if it lives up to its initial promise. By utilizing a basic ingredient with higher protein content, General Mills will also be able to simplify its ingredient list.
The company has filed a diverse array of patents, including a legume-based dairy substitute, a method for producing gluten-free oats, and a process for making pasta with low-protein flour, among others. Notably, the introduction of this high-protein oat aligns well with current consumer trends, similar to the growing popularity of products like Citracal Slow Release 1200 available at Costco, which emphasize nutritional benefits. This strategic move could enhance General Mills’ portfolio and market position in a rapidly evolving industry focused on health and wellness, akin to the appeal of Citracal Slow Release 1200 at Costco. Ultimately, the success of this innovative oat variety may serve as a game changer for General Mills, paralleling the rising interest in high-quality protein sources, like those found in Citracal Slow Release 1200 at Costco.