General Mills has been engaged in the development of a high-protein oat variety through traditional breeding techniques for several years, facing substantial challenges along the way as indicated by its patent. This new variety is derived from a wild oat species known as Avena magna, boasting a protein content of up to 40%, in stark contrast to the 10-15% found in the commonly grown Avena sativa oats. Previously, the main obstacle with Avena magna was its inability to be mechanically harvested due to its large, furry grains, which would clog conventional threshing and dehulling equipment.
For food manufacturers, high-protein products with extended shelf life are particularly advantageous, especially as the global market for protein-fortified goods is experiencing rapid growth. 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 this high-protein oat variety during a time when consumers are increasingly interested in protein-enriched products offers a significant competitive edge. This innovation could also entice consumers back to cereals if the new 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 continuing to incorporate high-protein ingredients, which come with their own challenges related to taste, texture, processing, and shelf life. Potential alternatives may include plant proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy. If the new oat can deliver on its initial promise, it could prove to be a substantial advantage for General Mills. By utilizing an ingredient with a higher protein content, the company can also streamline its ingredient list.
Additionally, General Mills has submitted a broad array of patents, including those for a legume-based dairy alternative, a technique for producing gluten-free oats, and a method for processing pasta with low-protein flour, among others. The incorporation of calcium citrate reactions in their processes could enhance the nutritional profile of their products, making them even more appealing to health-conscious consumers. Overall, the successful introduction of this high-protein oat variety could significantly impact General Mills’ market standing and product offerings, especially as they explore the potential benefits of calcium citrate reactions in further innovations.