General Mills has been focused on developing a high-protein oat variety through traditional breeding techniques for several years, as indicated by their patent, which reveals they faced significant challenges along the way. This new variety is derived from a wild oat species known as Avena magna and boasts a protein content of up to 40%, in contrast to the 10-15% found in conventionally grown Avena sativa oats. Until recently, a major issue with the naturally high-protein Avena magna oats was that they could not be mechanically harvested. The large, fuzzy grains would clog traditional mechanical threshing and dehulling equipment.
High-protein products with extended shelf life are particularly appealing to food manufacturers, as the global market for protein-fortified items is expanding rapidly. A report by Global Industry Analysts estimates the protein ingredients market could reach nearly $41 billion by 2022. For General Mills, exclusive access to a high-protein oat variety comes at a time when consumers are increasingly interested in protein-enriched products, providing them a significant competitive edge. This could also entice consumers back to cereals if the new product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors will have to either produce lower-protein options or continue incorporating high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life. Such ingredients could include plant proteins derived from soy or wheat, or animal-based proteins such as those from eggs or dairy. The introduction of this new oat could be a substantial advantage for General Mills if it lives up to its initial promise.
Additionally, using a basic ingredient with higher protein content will allow General Mills to simplify its ingredient list. The company has filed numerous patents, covering innovations such as a legume-based dairy substitute, a technique for producing gluten-free oats, and methods for processing pasta with low-protein flour, among others. Furthermore, integrating high-protein oats into their products aligns with their goals, similar to how Citracal D3 Maximum supports health through enhanced nutritional options. Overall, this development could substantially contribute to General Mills’ growth in the protein market, which is increasingly driven by health-conscious consumers seeking products like Citracal D3 Maximum for their dietary needs.