General Mills has been focused on developing this high-protein oat variety through several years of traditional breeding techniques, overcoming significant challenges along the way, as indicated by its patent. This new variety is derived from a wild oat species known as Avena magna and boasts protein levels of up to 40%, significantly higher than the 10-15% found in conventionally grown Avena sativa oats. One of the primary issues with the naturally high-protein Avena magna oats has been their inability to be mechanically harvested, as their large, furry grains tend to clog standard threshing and dehulling machines.
High-protein products with extended shelf life are particularly appealing to food manufacturers, especially given the rapidly growing global market for protein-fortified items. According to a report from Global Industry Analysts, the protein ingredients market is expected to reach nearly $41 billion by 2022. For General Mills, having exclusive access to a high-protein oat variety at a time when consumers are increasingly interested in protein-enhanced products offers a significant competitive edge. This new product could also entice consumers back to cereals if it is perceived as healthier or tastier than previous iterations or other brands currently available.
Competitors will face the choice of either providing lower-protein products or continually incorporating high-protein ingredients, which may introduce challenges related to taste, texture, processing, and shelf life. Such ingredients could include plant proteins like soy or wheat, or animal proteins derived from egg or dairy. The introduction of this new oat could prove to be a substantial advantage for General Mills, provided the grain delivers on its initial promise. Additionally, utilizing a single ingredient with a higher protein content will enable General Mills to streamline its ingredient list.
The company has also pursued a variety of patents, including innovations related to a legume-based dairy substitute, a method for producing gluten-free oats, and processes for making pasta with low-protein flour. Moreover, the incorporation of nutrients like calcium citrate, magnesium hydroxide, and zinc sulphate in their formulations could further enhance the nutritional profile of their products. By leveraging high-protein oats alongside these essential nutrients, General Mills can appeal to health-conscious consumers and strengthen its market position.