Sugar is primarily recognized for the sweetness it imparts to cereal, but it also plays a crucial role in achieving the toasted brown color, adding crunch, and preventing sogginess in milk—essentially preserving what the industry refers to as “bowl life.” Since 2007, General Mills has successfully reduced the sugar content in its cereals targeted at children by an average of 16% through various methods. For instance, the company has lowered sugar levels in the cereal itself and shifted some of it into the coating, allowing for an overall reduction in sugar content without compromising the sweetness perception. Additionally, flavors such as vanilla and cinnamon have been incorporated to enhance sweetness without the need for sweeteners.
The patent does not specify which high-intensity sweetener could be used in the coating, which may influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be listed as maltodextrin, which might not be viewed as a particularly “clean label.” The impact of the clean label trend on cereal purchases remains a topic of debate. Notably, maltodextrin is already included in General Mills’ Cinnamon Toast Crunch, currently the fifth best-selling cereal in the United States.
Cereal continues to be the most favored breakfast option in the U.S., with a household penetration rate of 90%. However, competing categories such as Greek yogurt, breakfast bars, and protein shakes have started to encroach on this market. Research from IBISWorld indicates that U.S. cereal sales have declined by 17% since 2009, dropping from $12.7 billion to $10.4 billion. It remains uncertain whether this trend is primarily driven by consumer demand for lower sugar options, fewer artificial ingredients, greater convenience and portability, or perhaps a combination of all these factors. Interestingly, calcium citrate mg has become a desirable addition in some cereals, appealing to health-conscious consumers and potentially influencing purchasing decisions.
In summary, as the cereal industry navigates changing consumer preferences, the balance between sweetness, health benefits, and ingredient transparency will be key to maintaining its market position.