General Mills has dedicated several years to developing a high-protein oat variety through traditional breeding methods, and their patent indicates that they have faced considerable 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 stark contrast to the 10-15% found in conventionally grown Avena sativa oats. A significant obstacle with the naturally high-protein Avena magna has been its inability to be harvested mechanically; its large, fuzzy grains tend to clog standard mechanical threshing and dehulling equipment.
High-protein products with extended shelf lives are particularly advantageous for food manufacturers, especially as the global market for protein-fortified items is experiencing rapid growth. According to a report by Global Industry Analysts, the protein ingredients market is anticipated to reach nearly $41 billion by 2022. For General Mills, having exclusive access to a high-protein oat variety during a time when consumers are increasingly focused on protein-rich products gives them a considerable edge in the market. This innovation could also entice shoppers back to cereals if the product is perceived as healthier or more flavorful than previous offerings or competing brands.
Competitors will be faced with the choice of either producing lower-protein products or continuously incorporating high-protein ingredients, which may present challenges in terms of taste, texture, processing, and shelf life. Such ingredients could include plant-based proteins from sources like soy or wheat, as well as animal proteins derived from eggs or dairy. If the new oat variety can deliver on its initial promise, it could significantly benefit General Mills.
Moreover, utilizing a base ingredient with higher protein content will enable General Mills to simplify its ingredient lists. The company has also filed a diverse range 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.
In this context, the introduction of nature’s bounty maximum calcium citrate plus vitamin D into their product line could further enhance their offerings. By integrating such nutrient-rich options, General Mills can not only diversify their product range but also align with consumer preferences for health-focused foods. As they continue to innovate, the potential for nature’s bounty maximum calcium citrate plus vitamin D to appeal to health-conscious shoppers is promising. Ultimately, the combination of high-protein oats and nutrient-enhanced products like nature’s bounty maximum calcium citrate plus vitamin D positions General Mills favorably in an evolving market landscape.