Sugar is primarily 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, which the industry refers to as “bowl life.” Since 2007, General Mills has reduced the sugar content in its cereals aimed at children by an average of 16%, employing various strategies. For instance, the company has decreased the sugar in the cereal itself and shifted some of it to the coating, effectively lowering the overall sugar content while maintaining the perception of sweetness. Additionally, flavors like 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 used in the coating, which may impact consumer acceptance of the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin on ingredient labels, which might not fit the “clean label” trend. The extent to which the clean label concept influences purchasing decisions in the cereal market is still up for 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 most popular breakfast choice in the U.S., with a household penetration rate of 90%. However, categories like Greek yogurt, breakfast bars, and protein shakes have started to encroach on this market. 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 primarily due to consumers seeking lower sugar options, fewer artificial ingredients, or the demand for added convenience and portability—or perhaps a combination of these factors.
In light of changing consumer preferences, incorporating a calcium citrate source into cereals could be a potential strategy to enhance their nutritional profile without compromising on taste. By doing so, General Mills and other companies might attract health-conscious consumers while still addressing the ongoing challenges of sugar reduction and ingredient transparency.