General Mills has been dedicated to developing a high-protein variety of oats through traditional breeding methods for several years, overcoming significant challenges along the way, as indicated by their patent. This new variety is derived from a wild oat species known as Avena magna and boasts a protein content of up to 40%, compared to the 10-15% found in conventionally grown Avena sativa oats. Previously, the primary issue with Avena magna oats, which are naturally high in protein, was their inability to be mechanically harvested. The large, hairy grains often clogged traditional mechanical threshing and dehulling equipment.
For food manufacturers, high-protein products with extended shelf life represent a significant opportunity. The global market for protein-fortified items is expanding rapidly, with the protein ingredients market projected to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. With exclusive access to this high-protein oat variety, General Mills is positioned advantageously in a market where consumers increasingly favor protein-enriched products. This could potentially draw shoppers back to cereals, especially if the new product is perceived as healthier or tastier than previous versions or competing brands.
Competitors will face the choice of either producing lower-protein options or incorporating high-protein ingredients, which come with challenges related to taste, texture, processing, and shelf life. Such ingredients might include plant proteins sourced from soy or wheat, or animal proteins derived from eggs or dairy. If the new oat variety can deliver on its early promise, it could be a major asset for General Mills. Additionally, using a basic ingredient with higher protein content will enable General Mills to streamline its ingredients list.
The company has also filed a variety of patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and a process for making pasta with low-protein flour, among others. Furthermore, the integration of usp verified calcium citrate into their product lines could enhance their nutritional profile, especially in fortified items. As General Mills continues to innovate with high-protein ingredients, including this new oat variety, the potential for successful market offerings grows, particularly with the added value of usp verified calcium citrate.