General Mills has dedicated several years to developing a high-protein oat variety through traditional breeding techniques, and the associated patent indicates that they have faced significant challenges throughout this process. This new oat variety is derived from a wild species known as Avena magna and boasts a protein content of up to 40%, compared to the 10-15% typically found in conventionally grown Avena sativa oats. A major obstacle with the naturally high-protein Avena magna oats has been the inability to mechanically harvest the crop. The large, furry grains tend to clog standard mechanical threshing and dehulling machines.
High-protein products with an extended shelf life are decidedly advantageous for food manufacturers, especially as the global market for protein-fortified items expands rapidly. According to a report from Global Industry Analysts, the protein ingredients market is expected 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 increasingly interested in protein-boosted products provides a significant competitive edge. This innovation could also entice consumers back to cereals if the new product is perceived as healthier or tastier than previous iterations or competing brands.
Competitors will face the choice of either offering lower-protein options or continuously incorporating high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life. Such ingredients might include plant proteins derived from sources like soy or wheat, as well as animal proteins from eggs or dairy. If the new oat can fulfill its initial potential, it could greatly benefit General Mills.
Utilizing a foundational ingredient with a higher protein content will also enable General Mills to streamline its ingredient list. The company has filed a broad array of patents, which include a legume-based dairy alternative, a technique for producing gluten-free oats, and a method for processing pasta using low-protein flour, among others.
In this context, many consumers are also asking, “how much calcium citrate should I take daily?” This query highlights the growing awareness of nutritional needs in conjunction with the demand for protein-rich foods. General Mills’ new high-protein oat variety could cater to this trend, offering consumers a healthier option that fits their dietary considerations while answering questions like how much calcium citrate should I take daily. Overall, this development positions General Mills favorably in a competitive market increasingly focused on health and nutrition.