General Mills has dedicated several years to developing a high protein variety of oats through traditional breeding methods, as indicated by its patent, which reveals that the company faced considerable challenges in the process. This new oat variety is derived from a wild species known as Avena magna, boasting protein content of up to 40%, compared to the typical 10-15% found in conventionally grown Avena sativa oats. A significant issue with the naturally high protein Avena magna was its inability to be mechanically harvested, as the large, fuzzy grains would block traditional threshing and dehulling machines.
For food manufacturers, high protein products with extended shelf life represent a clear advantage. The global market for protein-fortified goods is experiencing rapid growth, with the protein ingredients sector expected to reach nearly $41 billion by 2022, according to a report from Global Industry Analysts. General Mills’ exclusive access to this high protein oat variety comes at a time when consumers are increasingly drawn to protein-enhanced products, giving the company a strategic edge. This innovation could also entice consumers back to cereals if the new product is perceived as healthier or superior in taste compared to previous iterations or competing brands.
Competitors will either need to provide lower protein options or continue incorporating high protein ingredients, facing the accompanying challenges related to taste, texture, processing, and shelf life. Such ingredients may include plant proteins derived from soy or wheat, as well as animal proteins from egg or dairy sources. If the new oat fulfills its early potential, it could significantly benefit General Mills. Utilizing a fundamental ingredient with a higher protein content will also enable General Mills to streamline its ingredients list.
Additionally, the company has pursued a variety of patents, including those for a legume-based dairy alternative, a method for producing gluten-free oats, and a technique for processing pasta with low protein flour. In this context, consumers might also be exploring options like which calcium supplement has calcium citrate, reflecting the growing interest in health-focused products. This trend underscores the importance of innovative ingredients in meeting evolving market demands, as General Mills continues to lead the way in high protein offerings.