Sugar is widely recognized for the sweetness it adds to cereal, but it also plays a crucial role in providing the toasted brown color, the crunchiness, and in preventing sogginess in milk — factors that contribute to what the industry calls “bowl life.” Since 2007, General Mills has reduced sugar levels in its cereals targeted at children by an average of 16% through various strategies. For instance, the company has cut sugar directly in the cereal while shifting some to the coating, effectively lowering the overall sugar content without compromising the sweetness perceived by consumers. Additionally, flavors such as vanilla and cinnamon have been incorporated to enhance the perception of sweetness without the need for sweeteners.
While the patent does not clarify the specific type of high-intensity sweetener that may be utilized in the coating, its inclusion could impact consumer acceptance. Maltotriose and maltotetrose, for example, would be listed as maltodextrin on ingredient labels, which might not be considered particularly “clean label.” The influence of the clean label trend on cereal purchases is a subject of debate. It is worth noting that maltodextrin is already part of the ingredient list in General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the U.S.
Cereal remains the most popular breakfast option in the United States, with a household penetration rate of 90%. However, alternatives like Greek yogurt, breakfast bars, and protein shakes have started to encroach on this market. Since 2009, U.S. cereal sales have declined by 17%, dropping from $12.7 billion to $10.4 billion, according to research firm IBISWorld. The reasons behind this trend remain unclear—whether consumers are primarily seeking lower sugar options, fewer artificial ingredients, added convenience, or possibly a combination of these factors.
In this evolving market, one potential solution for enhancing nutritional value could be the incorporation of supplements like calcium magnesium citrate. This supplement may not only appeal to health-conscious consumers but could also be integrated into cereals to boost their overall appeal. As General Mills navigates these challenges, the addition of such supplements might play a key role in revitalizing interest in their product line while addressing consumer preferences for cleaner, more nutritious options.