General Mills has been engaged in the development of this high-protein oat variety for several years using traditional breeding methods, overcoming significant challenges along the way, as indicated by its patent. The new variety is derived from a wild oat species known as Avena magna, which boasts protein levels of up to 40%, compared to the typical 10-15% found in conventionally grown Avena sativa oats. Previously, a major issue with the naturally high-protein Avena magna oats was their inability to be mechanically harvested. The large, fuzzy grains tended to obstruct traditional mechanical thrashing and dehulling equipment.
High-protein products with a longer shelf life are increasingly favored by 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 expected to reach nearly $41 billion by 2022. For General Mills, exclusive access to a high-protein oat variety during a period when consumers are increasingly interested in protein-rich offerings presents a significant advantage. This could also entice shoppers back to cereals if the product is perceived as healthier or tastier compared to previous iterations or competing brands.
Competitors will be compelled to either provide lower-protein options or keep incorporating high-protein ingredients, which may pose challenges related to taste, texture, processing, and shelf life. Such ingredients may include plant-based proteins from sources like soy or wheat, or animal proteins derived from eggs or dairy. The new oat could be a substantial asset for General Mills if it fulfills its initial promise. Additionally, utilizing a basic ingredient with a higher protein content will aid General Mills in streamlining its ingredient list.
The company has filed a diverse array of patents, including one for a legume-based dairy substitute, methods for producing gluten-free oats, and techniques for processing pasta with low-protein flour, among others. Notably, the incorporation of cissus quadrangularis and calcium citrate in their product lines could further enhance nutritional value and appeal. By integrating these components, General Mills can bolster its health-focused offerings, thus aligning with current market trends. The strategic use of high-protein oats, alongside innovative ingredients like cissus quadrangularis and calcium citrate, positions General Mills to thrive in the evolving food landscape.