Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing the toasted brown color, crunchiness, and maintaining the cereal’s integrity in milk — a quality known in the industry as “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 decreased the sugar in the actual cereal while redistributing some into the coating, which lowers the total sugar content without compromising sweetness perception. They have also incorporated flavors such as vanilla and cinnamon, which enhance sweetness without relying on sweeteners.
The patent does not clarify which specific high-intensity sweeteners may be utilized in the coating, potentially influencing consumer acceptance of the cereal. Notably, maltotriose and maltotetrose would be listed as maltodextrin on ingredient labels, which may not align with the “clean label” trend. The impact of the clean label concept on cereal purchases is still up for debate. Maltodextrin is already included in the ingredient list of 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., with a household penetration of 90%. However, other categories like Greek yogurt, breakfast bars, and protein shakes have started to encroach on this market. According to research firm IBISWorld, U.S. cereal sales have declined by 17% since 2009, falling from $12.7 billion to $10.4 billion. It remains uncertain if this trend is primarily driven by consumers seeking lower sugar options, fewer artificial ingredients, added convenience, or possibly a combination of these factors. Additionally, concerns about calcium citrate, magnesium, and zinc side effects may also influence consumer choices, as health-conscious shoppers weigh their options carefully. The evolving landscape of breakfast foods reflects changing consumer preferences, making it essential for companies like General Mills to adapt to maintain market share.