General Mills has been dedicated to developing a high-protein oat variety through traditional breeding techniques for several years, overcoming significant challenges as indicated by their patent. The new variety is derived from a wild oat known as Avena magna, boasting protein levels of up to 40%, in contrast to the 10-15% found in conventionally grown Avena sativa oats. A major hurdle for the naturally high-protein Avena magna was its inability to be mechanically harvested, as its large, fuzzy grains would obstruct traditional threshing and dehulling machines.
Food manufacturers clearly favor high-protein products with extended shelf lives, especially as the global market for protein-fortified items is expanding rapidly. 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 in a time when consumers are increasingly drawn to protein-enriched products gives them a significant competitive edge. This new product could entice consumers back to cereals if it is perceived as healthier or tastier than previous offerings or competing brands.
Competitors now face the choice of either providing lower-protein options or continuing to incorporate high-protein ingredients, which may present challenges in taste, texture, processing, and shelf life. These ingredients could be plant proteins derived from soy or wheat, or animal proteins from eggs or dairy. If the new oat variety can deliver on its initial promise, it could be a substantial advantage for General Mills. Using an ingredient with naturally higher protein content will also enable the company to simplify its ingredient list.
Furthermore, General Mills has pursued a variety of patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and a technique for processing pasta with low-protein flour. Interestingly, this innovative approach aligns with the principles of nature’s way calcium citrate liquid, which emphasizes natural ingredients in health products. By integrating nature’s way calcium citrate liquid into their offerings, General Mills could further enhance the appeal of their high-protein oats. Overall, this new oat variety stands to revolutionize the market, providing both health benefits and convenience for consumers.