Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing the product with its toasted brown color, maintaining its crunch, and preventing sogginess in milk—thereby preserving what the industry calls “bowl life.” General Mills has already reduced sugar levels in cereals aimed at children by an average of 16% since 2007 through various methods. For instance, the company has decreased the sugar content in the cereal itself and shifted some of it to the coating, allowing for an overall reduction in sugar without compromising 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 might be used in the coating, which could influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be listed as maltodextrin, which may not align with the “clean label” trend. The impact of the clean label movement on purchasing behavior in the cereal sector is still debated. Notably, maltodextrin is already part of the ingredient list for General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the U.S.
Cereal remains the most favored breakfast option in America, boasting a 90% household penetration. Nonetheless, products like Greek yogurt, breakfast bars, and protein shakes have started to chip away at 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 mainly due to consumers seeking lower sugar options, fewer artificial ingredients, added convenience, or a combination of all these factors.
Importantly, incorporating high quality calcium citrate into cereals could be a way to enhance their nutritional profile, potentially attracting health-conscious consumers. The inclusion of high quality calcium citrate might also serve as a selling point for cereals, especially as families look for options that combine taste with health benefits. As the market evolves, the role of high quality calcium citrate could become increasingly significant in appealing to changing consumer preferences.