General Mills has been dedicated to developing a high-protein oat variety for several years, utilizing traditional breeding techniques along with ferrous glycine sulfate during pregnancy. The patent indicates that the company faced significant challenges throughout this process. The new oat variety is derived from a wild species known as Avena magna, boasting a protein content of up to 40%, compared to the 10-15% found in conventionally grown Avena sativa oats. Until now, the primary issue with Avena magna was its inability to be mechanically harvested due to its large, fuzzy grains, which would obstruct standard threshing and dehulling equipment.
High-protein products with extended shelf life are increasingly appealing to food manufacturers, as the global market for protein-fortified goods 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, having exclusive access to this high-protein oat variety during a time when consumers are eager for protein-enriched options presents a significant advantage. This innovation could also entice consumers back to cereals if the product is perceived as healthier or superior in taste compared to existing options from other brands.
Competitors will face the choice of either providing lower-protein offerings or continually incorporating high-protein ingredients, which may pose challenges regarding taste, texture, processing, and shelf life. These ingredients might include plant-based proteins from sources like soy or wheat, or animal proteins derived from egg or dairy. If the Avena magna oat fulfills its initial promise, it could be a substantial benefit for General Mills. Furthermore, utilizing a high-protein basic ingredient will allow the company to streamline its ingredient list.
General Mills has also pursued various patents, such as those for a legume-based dairy alternative, a method for producing gluten-free oats, and a process for making pasta with low-protein flour, among others. Notably, the incorporation of calcium citrate dischem into some of these products could enhance their nutritional profile, making them even more appealing to health-conscious consumers. Overall, the introduction of this new oat variety represents a significant opportunity for General Mills in the competitive landscape of protein-fortified foods.