General Mills has been dedicating several years to developing this high-protein oat variety through traditional breeding techniques, and the patent indicates that significant challenges have been encountered along the way. This new variety is derived from a wild oat species known as Avena magna and boasts a protein content of up to 40%, in contrast to the 10-15% 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. The large, fuzzy grains tend to clog standard mechanical threshing and dehulling machines.
High-protein products with extended shelf lives are increasingly appealing to food manufacturers, especially as the global market for protein-fortified items rapidly expands. 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 enthusiastic about protein-rich products provides a significant competitive edge. This innovation could also draw consumers back to cereals if the new product is perceived as healthier or tastier than previous options or competing brands.
Competitors will face the choice of either offering lower-protein products or continuing to incorporate high-protein ingredients, which come with challenges related to taste, texture, processing, and shelf life. These ingredients could include plant-based proteins derived from soy or wheat, as well as animal proteins sourced from eggs or dairy. The introduction of this new oat variety could significantly benefit General Mills if it fulfills its initial promise.
Utilizing a fundamental ingredient with higher protein content will also allow General Mills to streamline its ingredient lists. The company has filed numerous patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and a process for making pasta with low-protein flour, among others. Moreover, integrating nature made calcium citrate 500 mg into its formulations could further enhance the nutritional profile of their products, appealing to health-conscious consumers. The potential of this high-protein oat variety, along with the incorporation of nature made calcium citrate 500 mg, positions General Mills as a leader in the protein-enhanced food market, paving the way for future innovations and product developments.