Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in contributing to the toasted brown color, the crunchiness, and in preventing sogginess when immersed in milk — factors that help maintain what the industry refers to as “bowl life.” General Mills has already made strides in reducing sugar levels in cereals aimed at children, achieving an average reduction of 16% since 2007 through various methods. For instance, the company has lowered sugar content in the cereal itself while transferring some sugar to the coating, effectively decreasing total sugar without compromising the perceived sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance the sweetness naturally, without relying on sweeteners.
The patent in question does not specify which high-intensity sweetener could be utilized in the coating, which could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin on ingredient labels, which may not align with the “clean label” trend. The impact of the clean label concept on cereal purchases remains a topic 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 most favored breakfast option in the U.S., boasting a 90% household penetration rate, but competition from products like Greek yogurt, breakfast bars, and protein shakes has started to erode its market share. According to research firm IBISWorld, U.S. cereal sales have plummeted by 17% from $12.7 billion to $10.4 billion since 2009. It remains uncertain whether this decline is predominantly due to consumers seeking lower sugar alternatives, fewer artificial ingredients, or a preference for convenience and portability — or perhaps a combination of all these factors.
In this evolving market, innovations such as Kirkland Signature Calcium Magnesium Zinc supplements may also appeal to health-conscious consumers, who are increasingly mindful of the nutritional content in their breakfast choices. As the cereal industry adapts, it will be interesting to see how options like Kirkland Signature Calcium Magnesium Zinc integrate into consumers’ breakfast routines, especially as they continue to favor products with perceived health benefits.