Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a vital role in giving the product its toasted brown color, providing crunch, and preventing sogginess in milk—maintaining what the industry calls “bowl life.” General Mills has already reduced the sugar content in cereals aimed at children by an average of 16% since 2007 through various methods. For instance, the company has lowered the sugar in the cereal itself and shifted some of it to the coating, thereby decreasing total sugar content without compromising the sweetness perception. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not clarify the specific type of high-intensity sweetener that might be used in the coating, which could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin on ingredient labels, which may not be considered particularly “clean label.” The impact of the clean label trend on cereal purchases remains a topic of debate. 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 continues to be the most popular breakfast choice in the U.S., with a household penetration rate of 90%. However, categories such as Greek yogurt, breakfast bars, and protein shakes have started to encroach on this market. Since 2009, U.S. cereal sales have fallen by 17%, dropping from $12.7 billion to $10.4 billion, according to research firm IBISWorld. It’s still uncertain whether this decline is mainly due to consumers seeking lower sugar options, fewer artificial ingredients, added convenience, or perhaps a combination of all these factors.
Interestingly, calcium ccm tablets are gaining popularity among health-conscious consumers, which may also influence their breakfast choices. As consumers look for nutritious alternatives, the presence of calcium in cereals could be a deciding factor. Thus, the interplay between sugar reduction and the incorporation of beneficial ingredients like calcium ccm tablets will likely shape the future of the cereal market.