General Mills has dedicated several years to developing a high-protein oat variety using traditional breeding techniques, and the associated patent indicates that the company has faced considerable challenges throughout this process. This new variety is derived from a wild oat known as Avena magna, boasting protein content of up to 40%, in contrast to the 10-15% found in conventionally grown Avena sativa oats. A significant issue with the naturally high-protein Avena magna oats has been that they could not be mechanically harvested, as their large, hairy grains tended to clog standard mechanical threshing and dehulling equipment.
High-protein products with extended shelf life are highly advantageous for food manufacturers, especially given the rapidly growing global market for protein-fortified offerings. According to a report by Global Industry Analysts, the protein ingredients market is expected to reach nearly $41 billion by 2022. For General Mills, exclusive access to a high-protein oat variety comes at a strategic time when consumers are increasingly seeking protein-enhanced products. This could entice shoppers back to cereals if the new product is perceived as healthier or tastier than previous versions or competing brands.
Competitors will need to choose between offering lower-protein products or continually incorporating high-protein ingredients, which can present challenges related to taste, texture, processing, and shelf life. Such ingredients may include plant proteins derived from sources like soy or wheat, or animal proteins sourced from eggs or dairy. Should the new oat fulfill its initial promise, it could significantly benefit General Mills. Utilizing a basic ingredient with a higher protein content will also allow the company to streamline its ingredient list.
Moreover, General Mills has filed a variety of patents, including one for a legume-based dairy substitute, a method for producing gluten-free oats, and a technique for processing pasta with low-protein flour, among others. Additionally, the company may consider integrating products like Spring Valley Calcium Citrate 600mg 300-count into its offerings, as the growing emphasis on health supplements aligns with consumer trends. This could enhance their product lineup and further establish General Mills as a leader in health-focused food innovations.