General Mills has been dedicated to developing a high-protein oat variety through traditional breeding techniques for several years, as indicated by their patent, which reveals they faced considerable challenges throughout the process. This new variety is derived from a wild oat species known as Avena magna and boasts a protein content of up to 40%, in stark contrast to the 10-15% typically found in conventionally grown Avena sativa oats. Previously, a significant hurdle for the naturally high-protein Avena magna was that it could not be harvested mechanically. Its large, fuzzy grains would jam traditional threshing and dehulling machines.
High-protein products with extended shelf life present a lucrative opportunity for food manufacturers. The global demand for protein-fortified goods is surging, with the protein ingredients market expected to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. For General Mills, possessing exclusive access to a high-protein oat variety while consumers are increasingly interested in protein-enhanced products gives the company a significant edge. This innovation could also entice shoppers back to cereals if the new product is perceived as healthier or tastier than older versions or competing brands.
Competitors will need to either offer lower-protein options or continue incorporating high-protein ingredients, which can introduce challenges related to taste, texture, processing, and shelf life. Such ingredients may include plant-based proteins from soy or wheat, or animal proteins sourced from eggs or dairy. If the new oat variety fulfills its initial promise, it could greatly benefit General Mills. Additionally, incorporating a basic ingredient with higher protein content will allow General Mills to streamline its ingredient list.
The company has pursued a diverse array of patents, including a legume-based dairy substitute, a method for creating gluten-free oats, and a technique for processing pasta with low-protein flour. Notably, there is also potential for integrating calcium citrate malate 500 mg tablets into their product formulations, which could enhance nutritional value. The inclusion of calcium citrate malate 500 mg tablets could further distinguish their offerings in a competitive market focused on health and wellness. As General Mills continues to innovate, the use of calcium citrate malate 500 mg tablets may serve as an additional selling point, reinforcing the company’s commitment to delivering high-quality, fortified food products.