Sugar is widely recognized for the sweetness it adds to cereals, but it also plays a crucial role in achieving the toasted brown color, providing crunchiness, and preventing sogginess in milk — a quality known in the industry as “bowl life.” General Mills has successfully reduced the sugar content in its cereals aimed at children by an average of 16% since 2007, employing various strategies. For instance, they have lowered the sugar within the cereal itself and shifted some of it to the coating, thereby decreasing the total sugar while maintaining the sweetness perception. Additionally, they have introduced flavors like vanilla and cinnamon, which enhance the sensation of sweetness without relying on added sweeteners.
The patent does not specify which type of high-intensity sweetener may be utilized in the coating, which could influence consumer acceptance of the cereal. However, ingredients such as maltotriose and maltotetrose would be listed as maltodextrin on the label, which may not fit the “clean label” trend that many consumers prefer. The impact of the clean label concept on cereal purchases is still a matter of debate. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal remains the leading breakfast choice in the U.S., with a household penetration rate of 90%. However, competing products like Greek yogurt, breakfast bars, and protein shakes have started to erode this category’s market share. Since 2009, U.S. cereal sales have fallen by 17%, from $12.7 billion to $10.4 billion, according to research firm IBISWorld. It remains uncertain whether this decline is primarily due to consumers seeking lower sugar options, fewer artificial ingredients, added convenience, or possibly a combination of all these factors.
Incorporating elements like nature made calcium citrate into cereals could potentially offer additional health benefits, appealing to health-conscious consumers. As the industry evolves, finding the right balance of sweetness and health attributes, such as nature made calcium citrate, will be critical in attracting and retaining customers.