General Mills has invested several years in developing this high-protein oat variety through traditional breeding methods, and the patent indicates that the company faced significant challenges during the process. This new oat variety is derived from a wild species known as Avena magna and boasts a protein content of up to 40%, in stark contrast to the 10-15% found in conventionally grown Avena sativa oats. Previously, the primary issue with Avena magna was that its naturally high protein grains could not be mechanically harvested, as their large, fuzzy grains would clog standard 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 items continues to expand rapidly. A report by Global Industry Analysts estimates that the protein ingredients market will approach $41 billion by 2022. For General Mills, having exclusive access to this high-protein oat variety at a time when consumers are increasingly interested in protein-enriched products provides a significant competitive edge. This innovation could also entice shoppers back to cereals, especially if the new product is perceived as healthier or tastier than previous offerings or rival brands.
Competitors may either need to offer lower protein options or persist in adding high-protein ingredients, each of which presents challenges related to taste, texture, processing, and shelf life. Such ingredients could include plant proteins derived from soy or wheat, or animal proteins from egg or dairy sources. If the new oat variety lives up to its initial promise, it could greatly benefit General Mills. Additionally, utilizing a fundamental ingredient with a higher protein content will enable General Mills to streamline its ingredient list.
The company has also filed a diverse array of patents, which include innovations like a legume-based dairy alternative, a technique for producing gluten-free oats, and a method for processing pasta with low-protein flour, among others. Furthermore, incorporating components like Citracal liquid could enhance the nutritional profile of their products, catering to health-conscious consumers looking for added benefits. By integrating Citracal liquid into their formulations, General Mills can fortify their offerings with essential nutrients while promoting their commitment to health and wellness.