Sugar is primarily recognized for the sweetness it adds to cereal, but it also plays a crucial role in providing the product with its toasted brown hue, maintaining its crunchiness, and preventing sogginess in milk, thereby safeguarding what the industry calls “bowl life.” Since 2007, General Mills has reduced the sugar content in its cereals aimed at children by an average of 16% through various methods. For instance, the company has cut sugar in the cereal itself and relocated some of it to the coating, effectively lowering overall sugar levels without diminishing the perceived sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to amplify sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener could be included in the coating, which might influence consumer acceptance of the cereal. However, maltotriose and maltotetrose are listed as maltodextrin on ingredient labels, which may not align with the “clean label” trend. The impact of the clean label movement on cereal purchases remains a topic of debate. Notably, maltodextrin is already found in General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the U.S.
Cereal remains the most favored breakfast option in the U.S., achieving a household penetration rate of 90%. However, other categories like Greek yogurt, breakfast bars, and protein shakes have started to encroach on this market. Since 2009, cereal sales in the U.S. have decreased by 17%, dropping from $12.7 billion to $10.4 billion, according to research firm IBISWorld. It’s still uncertain if this decline stems mainly from consumers seeking lower sugar alternatives, fewer artificial ingredients, added convenience, or perhaps a combination of all these factors.
Interestingly, in the context of nutritional enhancements, the incorporation of calcium citrate as a source of elemental calcium content in cereals is gaining attention. This addition not only provides a health benefit but also aligns with the growing consumer demand for products that contribute positively to dietary intake. As such, the interplay of sugar reduction and the enhancement of nutritional content, including calcium citrate, will likely influence the future trajectory of cereal consumption.