Sugar is widely recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing the toasted brown color, contributing to the crunchiness, and preventing sogginess in milk—elements that the industry refers to as “bowl life.” Since 2007, General Mills has reduced the sugar content in its cereals targeted at children by an average of 16% through various strategies. For instance, the company has lowered the sugar directly in the cereal while transferring some to the coating, thus minimizing overall sugar levels without compromising the sweetness perception. Additionally, flavors such as vanilla and cinnamon have been incorporated to enhance sweetness without relying solely on sweeteners.
The patent does not specify which type of high-intensity sweetener could be utilized in the coating, which may influence consumer acceptance of the cereal. Nevertheless, maltotriose and maltotetrose would be listed as maltodextrin on ingredient labels, which might not align with the “clean label” trend. The impact of the clean label concept on purchasing behavior in the cereal market is a matter of debate. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the U.S.
Despite cereal remaining the most popular breakfast option in the U.S., with a household penetration of 90%, it faces competition from categories like Greek yogurt, breakfast bars, and protein shakes. 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 alternatives, fewer artificial ingredients, greater convenience, or possibly a combination of all these factors.
In light of these changes, some health-conscious consumers may also be exploring supplements like Bluebonnet Liquid Calcium Citrate to ensure they meet their nutritional needs alongside their breakfast choices. As the cereal market evolves, it will be interesting to see how brands adapt their offerings to align with consumer preferences, including potential enhancements with ingredients such as Bluebonnet Liquid Calcium Citrate for added health benefits.