General Mills has invested several years in developing a high-protein oat variety through traditional breeding methods, as indicated by its patent, which reveals the significant challenges faced during the process. This new oat variety, derived from a wild species known as Avena magna, boasts protein levels reaching up to 40%, in contrast to the 10-15% typically found in conventionally grown Avena sativa oats. A major obstacle with the naturally high-protein Avena magna oats has been their incompatibility with mechanical harvesting, as their large, fuzzy grains tend to obstruct traditional threshing and dehulling machines.
For food manufacturers, high-protein products with extended shelf lives are highly advantageous. The market for protein-enriched products is expanding rapidly, with the protein ingredients sector projected to reach nearly $41 billion by 2022, according to a report by Global Industry Analysts. For General Mills, exclusive access to a high-protein oat variety during a time when consumers are increasingly interested in protein-rich foods provides a significant competitive edge. This innovation could also entice consumers back to cereals, particularly if the new product is perceived as healthier or tastier than previous options or competing brands.
Competitors will face the choice of either providing lower-protein alternatives or incorporating high-protein ingredients, which may present challenges related to taste, texture, processing, and shelf life. These ingredients could include plant proteins derived from soy or wheat, or animal proteins sourced from eggs or dairy. If the new oat variety fulfills its initial potential, it could greatly benefit General Mills. Utilizing an ingredient with higher protein content will also allow the company to simplify its ingredient list.
Furthermore, General Mills has filed numerous patents, including those for a legume-based dairy alternative, a technique for producing gluten-free oats, and a method for processing pasta using low-protein flour. In this context, consumers may also wonder about the nutritional differences between various supplements, such as “what is the difference between calcium magnesium and calcium citrate?” This question reflects the ongoing interest in understanding diverse nutritional options as consumers seek healthier food choices. By leveraging its innovative oat variety, General Mills can address these consumer interests while remaining at the forefront of the protein market.