In the United States, many individuals consume more calories than they expend; however, their intake of certain micronutrients, such as dietary fiber and calcium, often falls below recommended levels. Research indicates that the consumption of potassium and vitamin D is similarly inadequate, primarily due to insufficient intake of vegetables, fruits, whole grains, dairy products, and seafood. Fortified ready-to-eat cereals play a significant role in supplying micronutrients to American diets. For instance, added calcium, specifically calcium citrate, can enhance the average calcium intake across the population by about 5%. General Mills is exploring an innovative approach to fortifying cereals with insoluble nutrients, which will enable the creation of more appealing products that offer an improved mouthfeel and a longer-lasting crunchy texture. This innovation may also facilitate the use of higher amounts of calcium citrate, potentially reaching levels like 950 mg or 200 mg of elemental calcium without compromising the taste or texture of the cereal. Such advancements could provide General Mills with a competitive edge, as an increasing number of consumers seek convenient and delicious options to incorporate more fiber and essential nutrients into their diets. Nielsen reports that 36% of global consumers are on the lookout for fiber-rich foods, while 30% prioritize calcium-fortified products. It will be intriguing to observe whether this initiative enhances consumer perceptions of the company’s offerings and if other cereal manufacturers pursue similar strategies.