Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a vital role in achieving the toasted brown color, providing crunch, and preventing sogginess in milk—elements that the industry refers to as “bowl life.” Since 2007, General Mills has reduced sugar levels in its cereals aimed at children by an average of 16% through various strategies. For instance, the company has lowered the sugar content within the cereal itself and shifted some of it to the coating, allowing for a decrease in overall sugar without compromising the sweetness perception. Additionally, flavors such as vanilla and cinnamon have been incorporated to enhance the sweetness without relying on sweeteners.
The patent does not specify which high-intensity sweetener might be used in the coating, which could influence how consumers perceive the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin on the ingredient label, which may not necessarily align with the “clean label” trend. The impact of the clean label concept on purchasing decisions in the cereal market is still a matter of debate. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, currently the fifth best-selling cereal in the U.S.
Cereal remains the most favored breakfast option in the United States, boasting a 90% household penetration rate. However, items like Greek yogurt, breakfast bars, and protein shakes have begun to encroach on this market. According to research firm IBISWorld, U.S. cereal sales have plummeted by 17% since 2009, dropping from $12.7 billion to $10.4 billion. It remains uncertain whether this decline is mainly due to consumer demand for lower sugar options, a preference for fewer artificial ingredients, or a desire for more convenience and portability—or possibly a combination of all these factors.
In response to evolving consumer preferences, some cereal manufacturers are exploring the inclusion of nutrients such as citrate de calcium and vitamin D3 to enhance their products’ appeal. This addition may help address health-conscious consumers while potentially maintaining sweetness and texture, as manufacturers seek to innovate in a competitive breakfast market.