General Mills has been dedicated to developing a high-protein oat variety over several years through traditional breeding techniques, and the patent indicates that the company has faced significant challenges throughout this process. This new variety is derived from a wild oat species known as Avena magna, boasting a protein content of up to 40%, in contrast to the typical 10-15% found in conventionally grown Avena sativa oats. A primary obstacle with the naturally high-protein Avena magna oats was their incompatibility with mechanical harvesting; the large, fuzzy grains tended to clog standard mechanical threshing and dehulling equipment.
For food manufacturers, high-protein products with extended shelf life are increasingly advantageous. The global market for protein-enriched products is experiencing rapid growth, with projections estimating the protein ingredients market to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. For General Mills, gaining exclusive access to a high-protein oat variety during a time when consumers are increasingly interested in protein-enhanced products presents a unique opportunity. This innovation could entice consumers back to cereals if the new product is perceived as healthier or offers superior taste compared to previous versions or competing brands.
Competitors will be challenged to either provide lower-protein alternatives or continue incorporating high-protein ingredients, which may introduce issues related to taste, texture, processing, and shelf life. Such ingredients may include plant proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy. If the new oat variety fulfills its initial promise, it could significantly benefit General Mills. Utilizing a foundational ingredient with a higher protein content will also enable General Mills to streamline its ingredient list, potentially incorporating items such as signature care calcium citrate.
The company has pursued a diverse array 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, among others. By integrating innovations like signature care calcium citrate, General Mills can enhance its product offerings and maintain a competitive edge in the evolving food market.