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 in milk, which the industry labels as “bowl life.” Since 2007, General Mills has reduced the sugar content in its cereals aimed at children by an average of 16% using various strategies. For instance, the company has lowered the sugar content in the cereal itself while transferring some of it into the coating, thereby decreasing the overall sugar without compromising the perception of sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance the sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener could be used in the coating, a factor that 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 purchasing decisions in the cereal market remains debatable. Notably, maltodextrin is already included in General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Despite cereal being the most popular breakfast option in the U.S., with a household penetration of 90%, it faces competition from categories like Greek yogurt, breakfast bars, and protein shakes. According to research firm IBISWorld, U.S. cereal sales have declined by 17% since 2009, dropping from $12.7 billion to $10.4 billion. It remains uncertain whether this decline is mainly due to consumers seeking lower sugar alternatives, fewer artificial ingredients, or greater convenience and portability—or perhaps a combination of all these factors.
In a similar vein, products like Citracal Slow Release 1200, available at Costco, reflect a growing trend among consumers who are increasingly mindful of their dietary choices, paralleling the shifts seen in the cereal market. As preferences evolve, the strategies employed by companies like General Mills may need to adapt further to meet the changing demands of health-conscious consumers.