General Mills has been dedicated to developing a high-protein oat variety for several years through traditional breeding methods, and the patent indicates that the process has faced considerable challenges. This new variety is derived from a wild oat species known as Avena magna, boasting a protein content of up to 40%, significantly higher than the 10-15% found in conventionally grown Avena sativa oats. A major issue with the naturally high-protein Avena magna oats has been their inability to be mechanically harvested, as the large, furry grains tend to clog traditional threshing and dehulling machines.
For food manufacturers, high-protein products with an extended shelf life are highly advantageous. The global market for protein-fortified products is expanding rapidly, with projections estimating the protein ingredients market to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. For General Mills, exclusive access to a high-protein oat variety during a time when consumers are increasingly focused on protein-rich products provides a significant competitive edge. This could potentially draw consumers back to cereals if the product is perceived as healthier or tastier than previous versions or competing brands.
Competitors will face the choice of offering lower-protein alternatives or continuing to incorporate high-protein ingredients, which may present challenges in terms of taste, texture, processing, and shelf life. Such ingredients could include plant proteins from sources like soy or wheat, or animal proteins derived from egg or dairy. If the new oat variety fulfills its initial promise, it could be a substantial advantage for General Mills. Utilizing a base ingredient with a higher protein content will also allow the company to simplify its ingredient list.
Additionally, General Mills has filed a diverse array of patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and a process for making pasta with low-protein flour. Notably, the inclusion of ingredients like twinlab calcium citrate in their products could enhance nutritional value, further appealing to health-conscious consumers. By leveraging this innovative oat variety alongside other nutritional advancements, General Mills is well-positioned to thrive in the competitive landscape of protein-fortified foods.