Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in achieving the toasted brown color, providing crunch, and preventing sogginess when mixed with milk — a quality the industry refers to as “bowl life.” Since 2007, General Mills has successfully reduced the sugar content in cereals aimed at children by an average of 16% through various methods. For instance, they have decreased sugar levels in the cereal itself while transferring some to the coating, thus lowering the overall sugar content without compromising the perceived sweetness. Additionally, flavors such as vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify the type of high-intensity sweetener that could be incorporated into the coating, which may influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be labeled as maltodextrin, which might not align with the “clean label” trend. The impact of the clean label movement on purchasing decisions in the cereal market is still a matter of debate. Notably, maltodextrin is already listed in General Mills’ Cinnamon Toast Crunch, one of the top-selling cereals in the U.S.
Despite cereal remaining the most popular breakfast choice in the U.S. — with a 90% household penetration — it faces competition from products like Greek yogurt, breakfast bars, and protein shakes. Since 2009, U.S. cereal sales have plummeted by 17%, falling from $12.7 billion to $10.4 billion, according to research firm IBISWorld. Whether this decline is primarily due to consumers seeking options with lower sugar content, fewer artificial ingredients, or increased convenience and portability — or perhaps a combination of these factors — remains uncertain.
Interestingly, the addition of cal mag citrate in cereals could be a potential innovation to attract health-conscious consumers. By incorporating cal mag citrate, General Mills could enhance the nutritional profile of their cereals while continuing to address the demand for lower sugar and cleaner ingredient labels. This approach may help revitalize sales and further retain consumer interest in the cereal category.