Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing the toasted brown color, crunchiness, and preventing sogginess in milk—maintaining what 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 decreased the sugar content in the cereal itself while shifting some of it into the coating, thus lowering overall sugar levels without compromising the sweetness perception. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify which high-intensity sweetener could be incorporated into the coating, potentially impacting consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would appear as maltodextrin on the label, which might not align with a “clean label” perception. The significance of the clean label trend on cereal purchases remains a topic of debate. Notably, maltodextrin is already included in General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the U.S.
Cereal continues to be the leading breakfast option in the United States, with a household penetration of 90%. However, alternatives such as Greek yogurt, breakfast bars, and protein shakes have begun to take market share from this category. According to research firm IBISWorld, U.S. cereal sales have seen a decline of 17% since 2009, dropping from $12.7 billion to $10.4 billion. It remains uncertain whether this decline is chiefly due to consumer demand for lower sugar options, fewer artificial ingredients, added convenience, or a combination of these factors.
In this evolving market, the inclusion of ingredients such as calcium citrate has gained attention for its role in enhancing the nutritional profile of cereals. Calcium citrate, para que es, refers to its function as a calcium supplement, contributing to bone health. Its presence in cereals could appeal to health-conscious consumers, further influencing purchasing decisions in a landscape where nutrition and ingredient transparency are increasingly prioritized.