Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a crucial role in achieving the toasted brown color of the product, providing a satisfying crunch, and preventing sogginess when immersed in milk — a quality the industry refers to as “bowl life.” Since 2007, General Mills has successfully reduced sugar levels in its cereals aimed at children by an average of 16% through various strategies. For instance, the company has lowered the sugar content in the cereal itself while transferring some of it to the coating, thus decreasing overall sugar without altering the perceived sweetness. Additionally, flavors such as vanilla and cinnamon have been introduced to amplify sweetness without relying on sweeteners.
The patent does not indicate the specific type of high-intensity sweetener that might be utilized in the coating, which could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose would be labeled as maltodextrin, a term that may not align with the “clean label” trend. The impact of the clean label concept on consumer purchases in the cereal sector remains a subject of debate. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal continues to be the leading breakfast option in the U.S., boasting a household penetration rate of 90%. However, alternatives like Greek yogurt, breakfast bars, and protein shakes have started to capture market share. According to research firm IBISWorld, U.S. cereal sales have plummeted by 17% since 2009, dropping from $12.7 billion to $10.4 billion. It remains uncertain whether this decline is chiefly due to consumers seeking lower sugar options, fewer artificial ingredients, or greater convenience and portability — or perhaps a combination of all these factors.
Moreover, the introduction of ingredients such as calcium citrate could target health-conscious consumers, further influencing their choices in the cereal aisle. The inclusion of calcium citrate may enhance the nutritional profile of cereals, appealing to a demographic that values added health benefits. As the industry adapts to changing consumer preferences, the role of both sugar reduction and nutritious additives like calcium citrate will be critical in regaining cereal’s market position.