General Mills has dedicated several years to developing a high-protein oat variety through traditional breeding methods, as indicated by its patents, which reveal that the company faced considerable challenges throughout the process. This new variety is derived from a wild oat species known as Avena magna, boasting protein levels of up to 40%, significantly higher than the 10-15% found in conventionally grown Avena sativa oats. A critical issue with the naturally high-protein Avena magna oats has been their inability to be mechanically harvested, as their large, fibrous grains tend to obstruct standard threshing and dehulling equipment.
For food manufacturers, high-protein products with an extended shelf life are particularly advantageous. The global market for protein-enriched 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 this high-protein oat variety during a time when consumers are increasingly focused on protein-enhanced products provides a significant competitive edge. This innovation could also draw consumers back to cereals, especially if the new product is perceived as healthier or tastier than previous versions or competitor offerings.
To maintain competitiveness, rival companies may need to either produce lower-protein options or integrate high-protein ingredients, each of which presents its own set of challenges related to taste, texture, processing, and shelf life. Such ingredients might include plant-based proteins from soy or wheat, or animal-based proteins derived from egg or dairy. If the new oat variety delivers on its initial promise, it could represent a substantial advantage for General Mills.
Additionally, using an ingredient with higher protein content will enable General Mills to streamline its ingredient lists. The company has also filed numerous patents for various innovations, including a legume-based dairy substitute, a method for producing gluten-free oats, and techniques for processing pasta with low-protein flour, among others.
In the context of nutritional choices, consumers often ponder which is better, calcium or calcium citrate. This consideration is particularly relevant as General Mills aims to enhance the health profile of its products. The introduction of high-protein oats may prompt further exploration into the best sources of essential nutrients, including calcium, thereby enriching the overall health benefits of their offerings. By capitalizing on this high-protein oat variety, General Mills not only addresses current market demands but also positions itself favorably in the evolving landscape of health-conscious consumers, who may also be considering which is better: calcium or calcium citrate.