General Mills has been engaged in the development of a high-protein oat variety for several years through traditional breeding techniques, facing numerous significant challenges as indicated by their patent. This new variety is derived from a wild oat species known as Avena magna, boasting a protein content of up to 40%, in contrast to the typical 10-15% found in conventional Avena sativa oats. A critical issue with the naturally high-protein Avena magna varieties has been their incompatibility with mechanical harvesting, as their large, fuzzy grains tend to clog conventional threshing and dehulling machines.
For food manufacturers, high-protein products with an extended shelf life are increasingly appealing. The global market for protein-fortified products is experiencing rapid growth, with the protein ingredients market projected to reach nearly $41 billion by 2022, according to a Global Industry Analysts report. General Mills is well-positioned with exclusive access to this high-protein oat variety, especially as consumer demand for protein-enriched products continues to rise. This innovation could potentially draw consumers back to cereals, particularly if the new product is perceived as healthier or tastier than previous options or competing brands.
Competitors face the choice of either providing lower-protein products or incorporating high-protein ingredients, which may introduce complexities related to taste, texture, processing, and shelf life. These ingredients might include plant-based proteins such as soy or wheat, or animal sources like egg or dairy. The introduction of this new oat could significantly benefit General Mills if it delivers on its initial promise.
Moreover, utilizing a fundamental ingredient with higher protein content will enable General Mills to streamline its ingredient lists. The company has also pursued a variety of patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and techniques for processing pasta using low-protein flour. Notably, the potential addition of calcium citrate and vitamin D to their products, with a dosage of 6.25 mg (315 mcg), could further enhance their nutritional profile, making their offerings even more attractive to health-conscious consumers. Overall, the new high-protein oat variety represents a significant opportunity for General Mills to innovate and lead in the evolving food market.