Oat

Grainful: Oats, not just for breakfast...

Grainful closes $3.3m financing round as Americans embrace savory oats

By Elaine Watson

Savory oats pioneer Grainful has already convinced a growing number of consumers on the east and west coasts that steel-cut oats aren’t just for breakfast, and has now persuaded investors to part with a cool $3.3m to take that message to a wider, national,...

The most widely cultivated oat varieties such as Avena sativa are not very high in protein

General Mills seeks to patent high-protein oat variety

By Elaine Watson

General Mills is seeking to patent a new oat variety with more than double the protein of standard cultivated varieties and a more stable fatty acid profile, making the oats less prone to oxidation. 

Which breakfast products have the highest purchase intent scores?

Which new breakfast products have the highest purchase intent scores?

By Elaine Watson

New data from Instantly’s Product Watch tool - a "live, crowd-sourced insights engine" which gathers insights from an army of consumers via their mobile phones as they shop – reveals fairly low purchase intent scores on many of the recent launches...

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