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 Americans have low consumption of dietary fiber, calcium, potassium, and vitamin D, primarily due to inadequate intake of vegetables, fruits, whole grains, dairy products, and seafood. A significant source of micronutrients in American diets is fortified ready-to-eat cereals. For instance, added calcium, particularly in the form of calcium citrate 800 mg, enhances the average calcium intake across the population by 5%.
General Mills is adopting a new approach to fortify cereals with insoluble nutrients, which will not only make their products more appealing but also improve mouthfeel and provide a longer-lasting crunchy texture. This innovation could enable the company to incorporate higher amounts of calcium and dietary fiber than previously achievable, without compromising the taste or texture of the cereal. As a result, this could offer a competitive edge, especially as consumers increasingly seek convenient and enjoyable ways to boost their fiber and nutrient intake. According to Nielsen, 36% of global consumers are on the lookout for foods high in fiber, while 30% specifically search for calcium-fortified products, such as those containing calcium citrate 800 mg.
It will be intriguing to see if this strategy enhances consumer perceptions of General Mills’ offerings and whether other cereal manufacturers pursue similar advancements.