Sugar is primarily recognized for the sweetness it contributes to cereal, but it also plays a vital role in achieving the product’s toasted brown color, maintaining its crunch, and preventing it from becoming soggy in milk—an aspect the industry refers to as “bowl life.” General Mills has already reduced the sugar content in its cereals aimed at children by an average of 16% since 2007 through various methods. For instance, the company has decreased the sugar within the cereal itself and shifted some of it to the coating, thereby lowering the total sugar content while preserving the sweetness perception. Additionally, flavors such as vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify which high-intensity sweetener might be utilized in the coating, which could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin on an ingredients label, which may not be perceived as particularly “clean label.” The impact of the clean label trend on cereal purchases is debatable. Notably, maltodextrin is already present in General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal remains the most popular breakfast option in the U.S., boasting a household penetration rate of 90%. However, other categories such as Greek yogurt, breakfast bars, and protein shakes have started to carve into 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. It remains uncertain whether this decline is mainly due to consumer desires for lower sugar options, fewer artificial ingredients, or increased convenience and portability—or possibly a combination of all these factors.
Incorporating additional nutrients such as Watsons calcium citrate, vitamin D, zinc, copper, manganese, and magnesium into cereals could potentially attract health-conscious consumers looking for more than just taste. As trends evolve, the inclusion of these vitamins and minerals may play a role in revitalizing the cereal category, appealing to those who prioritize nutritional value alongside flavor.