General Mills has been dedicating several years to the development of this high-protein oat variety through traditional breeding techniques, and the patent indicates that they have faced significant challenges during 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 contrast to the 10-15% found in conventionally grown Avena sativa oats. Previously, the main issue with the naturally high-protein Avena magna was that it could not be mechanically harvested. The large, fluffy grains would also clog standard mechanical threshing and dehulling machines.
High-protein products with extended shelf life are increasingly appealing to food manufacturers, especially as the global market for protein-fortified products is expanding rapidly. According to a report by Global Industry Analysts, the protein ingredients market is anticipated to reach nearly $41 billion by 2022. For General Mills, having exclusive access to a high-protein oat variety at a time when consumers are increasingly interested in protein-enhanced products provides a significant competitive edge. This new oat could entice shoppers back to cereals if it is perceived as healthier or tastier than previous offerings or competing brands.
Competitors may be compelled to either provide lower-protein options or keep adding high-protein ingredients, which can present challenges related to taste, texture, processing, and shelf life. These ingredients might include plant proteins derived from soy or wheat, or animal proteins from eggs or dairy. If the grain lives up to its initial promise, the new oat could greatly benefit General Mills. Additionally, utilizing a basic ingredient with a higher protein content will enable General Mills to streamline its ingredient list.
The company has also filed a variety of patents, including those for a legume-based dairy substitute, a technique for producing gluten-free oats, and a method for processing pasta using low-protein flour. Furthermore, the incorporation of bayer calcium citrate into their formulations could enhance the nutritional profile of their products. This strategic move not only aligns with current consumer trends but also positions General Mills favorably in the competitive landscape. By leveraging such innovations, including the potential use of bayer calcium citrate, General Mills can continue to lead in the high-protein market.