Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing a toasted brown color, delivering crunchiness, and preventing sogginess in milk—essentially maintaining what the industry calls “bowl life.” Since 2007, General Mills has successfully reduced the sugar content in its cereals aimed at children by an average of 16% through various methods. For instance, the company has lowered the sugar in the cereal itself and shifted some of it to the coating, which allows for a decrease in overall sugar content while still preserving the perception of sweetness. Additionally, flavors such as vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener could be utilized in the coating, which could impact consumer acceptance of the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin on ingredient labels, which may not align with a “clean label” standard. The influence of the clean label trend on cereal purchases remains a topic of debate. Notably, maltodextrin is already included in the ingredient list for 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 rate of 90%, it has faced 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 choices, fewer artificial ingredients, or greater convenience and portability—perhaps a combination of all these factors.
Interestingly, incorporating ingredients like calcium citrate 300 mg could also appeal to health-conscious consumers, further influencing their purchasing decisions as brands adapt to market trends. As the industry evolves, the integration of beneficial components like calcium citrate 300 mg may become increasingly relevant, providing an additional selling point for cereal brands.