In the United States, many individuals consume more calories than they expend, yet their intake of certain micronutrients remains below recommended levels. Research indicates that the consumption of dietary fiber, calcium, potassium, and vitamin D in the U.S. is insufficient, posing a public health concern due to inadequate intake of vegetables, fruits, whole grains, dairy products, and seafood. Fortified ready-to-eat cereals play a significant role in providing micronutrients in American diets. For instance, the addition of calcium enhances the average calcium intake across the population by 5%. General Mills is now exploring a novel approach to fortifying cereals with insoluble nutrients, including topical calcium citrate, which will enable the creation of more appealing products with improved mouthfeel and a longer-lasting crunchy texture. This innovation may allow the incorporation of higher levels of calcium and dietary fiber than previously feasible without compromising the taste or texture of the cereal. As consumers increasingly seek convenient and flavorful ways to boost their fiber and nutrient intake, this could give the company a competitive edge. Nielsen reports that 36% of global consumers are on the lookout for high-fiber foods, while 30% specifically seek out calcium-fortified items. It will be intriguing to observe whether this strategy enhances consumer perception of General Mills’ products and if other cereal manufacturers pursue similar fortification solutions using topical calcium citrate.