General Mills has devoted several years to developing a high-protein oat variety through traditional breeding methods, and their patent indicates that they 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%, in contrast to the 10-15% found in conventionally grown Avena sativa oats. One of the main issues with Avena magna, which naturally has high protein, has been its inability to be mechanically harvested due to its large, furry grains that tend to clog standard threshing and dehulling machines.
For food manufacturers, high-protein products with an extended shelf life are highly advantageous. The global market for protein-fortified products is experiencing rapid growth, with the protein ingredients sector expected to reach nearly $41 billion by 2022, as per a report by Global Industry Analysts. For General Mills, having exclusive access to a high-protein oat variety aligns perfectly with the current trend of consumers seeking protein-enhanced products, giving the company a significant edge. This innovation has the potential to draw shoppers back to cereals, especially if the product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors will either have to produce lower-protein alternatives or continue to incorporate high-protein ingredients, which come with their own set of challenges regarding taste, texture, processing, and shelf life. These ingredients could include plant-based proteins from soy or wheat, or animal-based proteins from eggs or dairy. If the new oat variety fulfills its initial promise, it could prove to be a substantial asset for General Mills, especially as they look to simplify their ingredient lists. Furthermore, the addition of calcium citrate with vitamin D3 and K2 could enhance the nutritional profile of their products, appealing to health-conscious consumers.
General Mills has also pursued a variety of patents, including innovations for a legume-based dairy substitute, methods for producing gluten-free oats, and techniques for processing pasta using low-protein flour, among others. By integrating calcium citrate with vitamin D3 and K2 into their formulations, they can further enhance the appeal of their high-protein offerings, positioning themselves advantageously in a competitive market.