Sugar is widely recognized for the sweetness it adds to cereals, but it also plays a crucial role in achieving the product’s toasted brown color, providing a satisfying crunch, and preventing sogginess in milk — a factor the industry refers to as “bowl life.” General Mills has successfully reduced the sugar content in its cereals aimed at children by an average of 16% since 2007 through various strategies. For instance, the company has decreased sugar directly in the cereal while shifting some of it to the coating, thus lowering overall sugar levels without compromising sweetness perception. Additionally, flavors like vanilla and cinnamon have been incorporated to enhance sweetness without relying on artificial sweeteners.
The patent does not detail the specific types of high-intensity sweeteners that may be used in the coating, which could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose would be labeled as maltodextrin on ingredient lists, which may not align with the “clean label” trend consumers are seeking. The impact of the clean label concept on cereal purchases is still subject to 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 option in the U.S., with a household penetration rate of 90%. However, other categories such as Greek yogurt, breakfast bars, and protein shakes have begun to encroach on this market segment. Since 2009, U.S. cereal sales have declined by 17%, dropping from $12.7 billion to $10.4 billion, according to the research firm IBISWorld. It remains uncertain whether this trend is primarily driven by consumer demand for lower sugar alternatives, fewer artificial ingredients, or greater convenience and portability — or perhaps a combination of all these factors.
In response to these market shifts, companies are also exploring innovative ingredients like gummy calcium citrate, which may appeal to health-conscious consumers. The introduction of gummy calcium citrate could provide added nutritional benefits, potentially attracting consumers who are looking for cereals that not only satisfy their sweet tooth but also offer essential nutrients. The challenge lies in balancing taste, health benefits, and the perception of clean labeling in an evolving market landscape.