Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a crucial role in giving products their toasted brown color, adding crunch, and helping to prevent sogginess in milk — a factor the industry refers to as “bowl life.” General Mills has successfully reduced sugar levels in its cereals aimed at children by an average of 16% since 2007 through various strategies. For instance, they have lowered the sugar content within the cereal itself and shifted some of it to the coating, allowing for a decrease in total sugar without compromising the perceived sweetness. Additionally, flavors such as vanilla and cinnamon have been incorporated to enhance sweetness naturally without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener may be utilized in the coating, which could influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be labeled as maltodextrin, which may not meet “clean label” standards. The impact of the clean label concept on purchasing decisions within the cereal sector remains a topic of debate. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Despite cereal being the most popular breakfast option in the U.S., with a 90% household penetration rate, other categories such as Greek yogurt, breakfast bars, and protein shakes have begun to encroach on its market share. Since 2009, U.S. cereal sales have plummeted by 17%, from $12.7 billion to $10.4 billion, according to research from IBISWorld. It remains uncertain whether this decline is primarily due to consumer demand for lower sugar options, fewer artificial ingredients, or the desire for convenience and portability — or perhaps a combination of all these factors.
In response to changing consumer preferences, General Mills has also explored the addition of ingredients like calcium citrate malate, vitamin D3, and folic acid to its cereals, which may help provide added nutritional value while appealing to health-conscious buyers. These enhancements not only boost the nutritional profile of the cereals but also may attract consumers looking for healthier breakfast alternatives, potentially revitalizing interest in the cereal category.