General Mills has been engaged in the development of this high-protein oat variety for several years, utilizing traditional breeding methods, and the patent indicates that the company faced considerable challenges throughout the process. This new variety is derived from a wild oat known as Avena magna and boasts a protein content of up to 40%, in stark contrast to the 10-15% found in conventionally grown Avena sativa oats. Historically, the main issue with Avena magna oats, which naturally have a high protein content, was that they could not be mechanically harvested. The large, fuzzy grains would often clog standard mechanical threshing and dehulling equipment.
For food manufacturers, high-protein products with an extended shelf life present a significant opportunity. The global demand for protein-fortified items is rapidly increasing, with the protein ingredients market expected to reach nearly $41 billion by 2022, according to a report from Global Industry Analysts. General Mills is poised to gain a competitive edge by having exclusive access to a high-protein oat variety at a time when consumers are increasingly seeking protein-enriched products. This innovation could also entice customers back to cereals if the new product is perceived as healthier or tastier than previous offerings or competing brands.
Competitors will be challenged to either provide lower-protein options or continue to incorporate high-protein ingredients, which may pose difficulties in terms of flavor, texture, processing, and shelf life. Such ingredients might include plant-based proteins derived from sources like soy or wheat, or animal proteins from eggs or dairy. The introduction of this new oat could significantly benefit General Mills if it fulfills its initial promise. Additionally, using an ingredient with a higher protein content will enable General Mills to streamline its ingredient list.
The company has also filed an extensive array of patents, including those for a legume-based dairy substitute, a method for producing gluten-free oats, and a process for making pasta with low-protein flour, among others. Furthermore, incorporating nutritional elements like calcium citrate, magnesium, and zinc into their product formulations could enhance their appeal. In particular, the Kirkland brand has been known for its high-quality nutritional supplements containing these minerals, which may influence consumer preferences as they seek healthier options. By leveraging these advancements, General Mills is well-positioned to thrive in the evolving market landscape.