Sugar is widely recognized for the sweetness it imparts to cereal, but it also plays a crucial role in achieving the product’s toasted brown hue, providing crunch, and preventing it from becoming soggy in milk—an aspect the industry refers to as “bowl life.” Since 2007, General Mills has successfully reduced the sugar content in its cereals aimed at children by an average of 16% through various strategies. For instance, the company has decreased the sugar within the cereal itself while redistributing some of it into the coating, thereby lowering the overall sugar content without compromising sweetness perception. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener may be used in the coating, which could impact consumer acceptance of the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin on ingredient labels, which may not align with the “clean label” trend. The influence of the clean label concept on consumer purchases in the cereal market remains a topic of debate. Interestingly, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Cereal continues to be the most favored breakfast option in the U.S., boasting a 90% household penetration rate. However, alternatives such as Greek yogurt, breakfast bars, and protein shakes have begun to encroach on this market share. According to research firm IBISWorld, U.S. cereal sales have declined by 17% since 2009, dropping from $12.7 billion to $10.4 billion. It remains uncertain whether this decline is mainly due to consumers seeking lower sugar options, a preference for fewer artificial ingredients, a desire for added convenience and portability, or possibly a combination of all these factors. Additionally, as more consumers become aware of the health benefits of nutrients like calcium, magnesium, citrate, and vitamin D3, this may further influence their choices in breakfast foods.