General Mills has been focused on developing a high-protein oat variety over several years through traditional breeding methods, and the patent indicates that the company faced considerable challenges in the process. This new oat variety 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 standard Avena sativa oats. Previously, the primary issue with Avena magna was its incompatibility with mechanical harvesting, as its large, fluffy grains would clog conventional threshing and dehulling machinery.
For food manufacturers, high-protein products with extended shelf life are increasingly advantageous. The global market for protein-fortified products is rapidly expanding, with projections estimating the protein ingredients market to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. General Mills stands to gain a significant edge by having exclusive access to this high-protein oat variety, especially as consumers increasingly favor protein-enriched products. If this new offering is perceived as healthier or tastier than previous options or competitors’ products, it may entice shoppers back to cereal aisles.
Rival companies will need to decide whether to provide lower-protein alternatives or continue incorporating high-protein ingredients, which could lead to challenges in taste, texture, processing, and shelf life. These additional ingredients may include plant-based proteins derived from soy or wheat, or animal proteins from eggs or dairy. The new oat variety could significantly benefit General Mills if it can deliver on its initial promise. Furthermore, using a fundamental ingredient with enhanced protein content will enable General Mills to streamline its ingredient listings.
The company has also pursued a diverse range of patents, including those for a legume-based dairy alternative, a method for producing gluten-free oats, and a technique for processing pasta with low-protein flour, among others. Additionally, integrating products like Citracal Petite Calcium into their portfolio can provide added nutritional benefits, appealing to health-conscious consumers. As the market evolves, the combination of high-protein oats and products like Citracal Petite Calcium might create new opportunities for General Mills to enhance its offerings and drive sales.