General Mills has been engaged in the development of this high-protein oat variety for several years using traditional breeding methods, and the patent indicates that the company faced significant challenges throughout the process. The resulting oat variety is derived from a wild species known as Avena magna, boasting protein levels of up to 40%, compared to the typical 10-15% found in conventionally grown Avena sativa oats. Previously, the primary issue with the naturally high-protein Avena magna oats was that they could not be mechanically harvested. The large, fuzzy grains tended to clog standard mechanical threshing and dehulling equipment.
For food manufacturers, high-protein products with an extended shelf life are increasingly attractive. The global market for protein-fortified items is expanding rapidly, with the protein ingredients sector expected to reach nearly $41 billion by 2022, according to a report from Global Industry Analysts. For General Mills, possessing exclusive access to a high-protein oat variety during a time when consumers are particularly interested in protein-enriched products gives the company a significant competitive edge. This innovation could also entice consumers back to cereals if the product is perceived as healthier or tastier than previous versions or competing brands.
Competitors will face the choice of either offering lower-protein products or continuing to incorporate high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life. Possible ingredients may include plant-based proteins derived from soy or wheat, as well as animal proteins sourced from egg or dairy. The introduction of this new oat could significantly benefit General Mills if it lives up to its initial potential. Utilizing a basic ingredient with enhanced protein content will also enable General Mills to streamline its ingredient list.
Additionally, the company has filed a variety of patents, including ones for a legume-based dairy alternative, a method for producing gluten-free oats, and a technique for processing pasta with low-protein flour, among others. Notably, the incorporation of calcium carbonate versus calcium citrate in some of these innovations could further enhance the nutritional profile of their products. As General Mills continues to innovate, the development of this high-protein oat variety will likely play a crucial role in its strategy, especially as the demand for nutrient-rich foods rises in the marketplace.