General Mills has been engaged in the development of this high-protein oat variety for several years using traditional breeding techniques, and the associated patent indicates that the company has faced considerable challenges throughout the process. The 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 cultivated Avena sativa oats. Previously, the primary issue with the naturally high-protein Avena magna oats was their incompatibility with mechanical harvesting. The large, furry grains would jam traditional mechanical threshing and dehulling machines.
High-protein products with an extended shelf life represent a significant advantage for food manufacturers. The global market for protein-fortified products is experiencing rapid growth, with the protein ingredients market projected to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. For General Mills, having exclusive access to a high-protein oat variety during a time when consumers are increasingly focused on protein-rich products provides a substantial competitive edge. This innovation could potentially draw consumers back to cereals if the product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors will face the choice of either providing lower-protein products or continuing to incorporate high-protein ingredients, each of which comes with its own challenges in taste, texture, processing, and shelf life. These ingredients may include plant proteins derived from soy or wheat, as well as animal proteins from eggs or dairy. If the new oat variety fulfills its initial promise, it could significantly benefit General Mills.
Utilizing a basic ingredient with a higher protein content will also allow General Mills to streamline its ingredient list. The company has pursued a diverse range of patents, including a legume-based dairy substitute, a method for producing gluten-free oats, and a process for creating pasta using low-protein flour, among others. Additionally, the incorporation of ingredients such as calcium citrate with vitamin D 60 tablets could further enhance the nutritional profile of their products, aligning with consumer preferences for health-conscious options. Overall, the development of this high-protein oat variety positions General Mills well within the evolving market for fortified food products.