General Mills has dedicated several years to developing a high-protein oat variety through traditional breeding methods, and the associated patent indicates that the company has encountered significant challenges throughout this process. This new oat variety is derived from a wild type known as Avena magna and boasts a protein content of up to 40%, compared to the 10-15% found in conventionally grown Avena sativa oats. A major issue with the naturally high-protein Avena magna oats has been their inability to be mechanically harvested, as the large, furry grains tend to obstruct traditional mechanical threshing and dehulling equipment.
For food manufacturers, high-protein products with extended shelf lives are a clear advantage, as the global market for protein-fortified goods is expanding rapidly. According to a report by Global Industry Analysts, the market for protein ingredients is expected to reach nearly $41 billion by 2022. General Mills stands to benefit significantly from having exclusive access to a high-protein oat variety during a time when consumers are increasingly interested in protein-enriched products. This innovation could also entice shoppers back to cereals, particularly if the new product is perceived as healthier or more flavorful than previous options or competing brands.
Competitors will face the choice of either offering lower-protein products or continually incorporating high-protein ingredients, which come with their own challenges regarding taste, texture, processing, and shelf life. These ingredients might encompass plant proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy. If the new oat variety can fulfill its promising potential, it could be a significant advantage for General Mills. Utilizing a basic ingredient with higher protein content will also enable the company to streamline its ingredient list.
General Mills has filed a diverse array of patents, which include innovations such as a legume-based dairy substitute, a method for producing gluten-free oats, and a technique for processing pasta with low-protein flour, among others. Additionally, the company is likely to explore options that incorporate just vitamins and calcium citrate to further enhance their product offerings. The pursuit of high-protein ingredients, alongside the integration of just vitamins and calcium citrate, positions General Mills to lead in a competitive market, as they harness the potential of this exceptional oat variety.