General Mills has been diligently working for several years to develop a high-protein oat variety through traditional breeding methods, as indicated by their patent, which highlights the significant challenges they have faced. This new oat type is derived from a wild species known as Avena magna and boasts a protein content of up to 40%, compared to the 10-15% found in conventionally grown Avena sativa oats. One of the main issues with Avena magna, which naturally has a high protein content, has been its inability to be mechanically harvested, as the large, fuzzy grains tend to clog conventional threshing and dehulling equipment.
For food manufacturers, high-protein products with extended shelf life are increasingly appealing. The global market for protein-fortified products is expanding swiftly, with projections indicating the protein ingredients market could reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. For General Mills, having exclusive access to a high-protein oat variety at a time when consumers are leaning towards protein-enriched products provides a significant competitive edge. This innovation may also entice shoppers back to cereals if the new product is perceived as healthier or better tasting than previous offerings or competing brands.
Competitors will find themselves needing to either provide lower-protein options or continue incorporating high-protein ingredients, which may present challenges in terms of taste, texture, processing, and shelf life. These ingredients could include plant proteins derived from sources like soy or wheat, or animal proteins from eggs or dairy. If the new oat variety fulfills its initial promise, it could significantly benefit General Mills. Additionally, utilizing a basic ingredient with higher protein content will enable General Mills to streamline its ingredient lists.
The company has pursued a range of patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and a technique for processing pasta using low-protein flour, among others. With the growing interest in health supplements, such as the Citracal pill, that promote protein intake and overall wellness, General Mills is well-positioned to tap into this trend, potentially incorporating the high-protein oat into products aimed at health-conscious consumers. The incorporation of such innovative ingredients may further elevate their market presence, especially as they aim to connect with customers seeking nutritious options like the Citracal pill.