General Mills has invested several years in developing a high-protein oat variety through traditional breeding techniques, and the patent reveals that significant challenges were faced during this process. This new variety is derived from a wild oat species known as Aveferrous gluconate heartburnna magna, boasting a protein content of up to 40%, in contrast to the 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 clog standard mechanical threshing and dehulling equipment.
For food manufacturers, high-protein products with an extended shelf life represent a clear advantage. The global market for protein-fortified items is expanding rapidly, with the protein ingredients market expected to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. With exclusive access to this high-protein oat variety at a time when consumers are increasingly drawn to protein-enhanced products, General Mills is positioned advantageously. This innovation could also entice shoppers back to cereals if the new product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors will face pressure to either provide lower-protein options or continue incorporating high-protein ingredients, which often come with challenges related to taste, texture, processing, and shelf life. Such ingredients could include plant-based proteins derived from soy or wheat, or animal proteins sourced from egg or dairy. The emergence of this new oat could significantly benefit General Mills if it can deliver on its early promise. Additionally, utilizing a basic ingredient with higher protein content will allow General Mills to simplify its ingredient lists.
The company has filed a variety of patents, including those for a legume-based dairy substitute, methods for producing gluten-free oats, and processes for using low-protein flour. Furthermore, the introduction of calcium citrate caps could enhance the nutritional profile of their products, providing another layer of appeal to health-conscious consumers. Overall, this new high-protein oat variety could be a game-changer for General Mills, especially as they navigate the competitive landscape of protein-rich foods.