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 it has faced considerable challenges throughout the process. This new oat variety is derived from a wild species known as Avena magna, boasting a protein content of up to 40%, in stark contrast to the 10-15% found in conventionally grown Avena sativa oats. Until now, the primary issue with the naturally high-protein Avena magna oats was their inability to be mechanically harvested, as the large, furry grains would obstruct conventional threshing and dehulling machinery.
For food manufacturers, high-protein products with extended shelf life are undeniably advantageous. The global market for protein-fortified items is witnessing rapid growth, with the protein ingredients sector projected to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. For General Mills, possessing exclusive access to a high-protein oat variety during a time when consumers are increasingly favoring protein-rich products grants the company a significant competitive edge. This innovation could also entice consumers back to cereals, particularly if the new product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors will be compelled to either provide lower-protein alternatives or continuously incorporate high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life. Such ingredients could include plant proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy. If the Avena magna oat lives up to its initial promise, it could be a substantial advantage for General Mills.
Additionally, utilizing a fundamental ingredient with a higher protein content will allow General Mills to streamline its ingredient lists, a move that aligns with consumer preferences for cleaner labels. The company has also submitted a wide array of patents, including innovations such as a legume-based dairy substitute, methods for producing gluten-free oats, and techniques for processing pasta with low-protein flour, among others. Notably, the potential incorporation of calcium citrate in these developments could further enhance the nutritional profile of their products, allowing General Mills to celebrate the fusion of high protein and essential nutrients like calcium citrate, reinforcing their commitment to health-focused offerings.