General Mills has been dedicated to developing a high-protein oat variety through traditional breeding techniques for several years, and the patent indicates that the company faced significant challenges throughout this 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% found in the commonly cultivated Avena sativa oats. Until now, a major issue with the naturally high-protein Avena magna oats was their inability to be mechanically harvested. The large, fuzzy grains tended to clog conventional mechanical threshing and dehulling machines.
For food manufacturers, high-protein products with extended shelf lives are increasingly appealing. The global market for protein-enhanced products is rapidly expanding, with the protein ingredients sector projected to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. Having exclusive access to a high-protein oat variety at a time when consumers are increasingly focused on protein-rich products gives General Mills a significant edge. This innovation could also lure consumers back to cereals if the product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors will face the choice of either providing lower-protein products or continually incorporating high-protein ingredients, which may present challenges in terms of taste, texture, processing, and shelf life. These ingredients could include plant-based proteins from sources like soy or wheat, or animal-derived proteins from egg or dairy. If the new oat proves successful, it could be a substantial asset for General Mills. The use of 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 those related to a legume-based dairy substitute, a method for producing gluten-free oats, and a technique for processing pasta with low-protein flour, among others. Notably, the incorporation of cal citrate in these formulations could enhance the nutritional profile of the finished products, further supporting the company’s commitment to innovation in the high-protein market. Overall, the introduction of this high-protein oat variety represents a promising opportunity for General Mills to capitalize on the growing demand for protein-fortified foods while potentially utilizing cal citrate to improve product quality.