General Mills has dedicated several years to developing a high-protein oat variety through traditional breeding methods, and the patent indicates that the company has faced significant challenges throughout the process. This new variety is derived from a wild oat species known as Avena magna and boasts a protein content of up to 40%, compared to the 10-15% typically found in conventionally grown Avena sativa oats. A major hurdle with the naturally high-protein Avena magna oats has been their inability to be mechanically harvested, as their large, fuzzy grains tend to clog conventional threshing and dehulling machinery.
High-protein products with extended shelf lives are increasingly attractive to food manufacturers, especially as the global market for protein-fortified items is expanding rapidly. According to a report by Global Industry Analysts, the protein ingredients market is projected to reach nearly $41 billion by 2022. For General Mills, having exclusive access to a high-protein oat variety is advantageous, particularly at a time when consumers are increasingly focused on protein-enriched products. This new offering could entice shoppers back to cereals if it is perceived as healthier or tastier than previous versions or competing brands.
Competitors may find themselves needing to either produce lower protein products or continue integrating high-protein ingredients, which come with challenges related to taste, texture, processing, and shelf life. These ingredients could range from plant-based proteins such as soy or wheat to animal-derived proteins from eggs or dairy. If the new oat variety lives up to its initial promise, it could significantly benefit General Mills. Moreover, utilizing a fundamental ingredient with a higher protein content would allow the company to streamline its ingredient list, potentially incorporating calcium carbonate as a fortifying agent alongside its existing offerings.
General Mills has also filed numerous patents, including those for a legume-based dairy alternative, a method for producing gluten-free oats, and a process for making pasta with low protein flour, among others. The combination of innovative products and the strategic use of high-protein oats may position General Mills favorably in a competitive landscape where the demand for protein-rich options continues to rise.