General Mills has been dedicated to developing a high-protein oat variety through traditional breeding techniques for several years, as indicated by the patent, which reveals that significant challenges were encountered along the way. This new oat variety, derived from a wild species known as Avena magna, boasts a protein content of up to 40%, in contrast to the 10-15% typically found in conventionally grown Avena sativa oats. Previously, the primary issue with Avena magna’s naturally high protein content was that it could not be mechanically harvested, as the large, fuzzy grains tended to clog traditional mechanical threshing and dehulling equipment.
High-protein products with an extended shelf life are extremely appealing to food manufacturers, particularly as the global market for protein-fortified products continues to expand rapidly. A report from Global Industry Analysts estimates that the protein ingredients market could reach nearly $41 billion by 2022. For General Mills, having exclusive access to this high-protein oat variety is a significant advantage, especially as consumers increasingly seek protein-boosted options. This new product could also entice shoppers back to cereals, provided it is perceived as healthier or tastier than previous versions or current offerings from competitors.
Rival companies may need to either offer lower-protein products or continue incorporating high-protein ingredients, which could present challenges related to taste, texture, processing, and shelf life. These ingredients may include plant proteins derived from sources like soy or wheat, or animal proteins sourced from eggs or dairy. Additionally, the introduction of this new oat variety could significantly benefit General Mills if it lives up to its initial promise. Utilizing a base ingredient with higher protein content will also enable General Mills to simplify its ingredient list.
The company has filed numerous patents, including those for a legume-based dairy substitute, a method to produce gluten-free oats, and a technique for processing pasta with low-protein flour, among others. Furthermore, General Mills may explore options like calcium citrate for kids, integrating this beneficial ingredient into their product lines to enhance nutritional offerings for younger consumers. As they continue to innovate, the incorporation of calcium citrate for kids could further position General Mills favorably within the health-conscious market.