In the United States, while the majority of people consume more calories than they expend, their intake of certain micronutrients often falls short of recommended levels. Research indicates that the consumption of dietary fiber, calcium, potassium, and vitamin D in the U.S. is alarmingly low, largely due to inadequate intake of vegetables, fruits, whole grains, dairy products, and seafood. Fortified ready-to-eat cereals play a significant role in providing these essential micronutrients in American diets. For instance, added calcium can enhance the average calcium intake across the population by 5%.
General Mills has developed an innovative approach to fortifying cereals with insoluble nutrients, which not only enhances product appeal but also improves mouthfeel and provides a longer-lasting crunchy texture. This advancement allows the incorporation of higher levels of calcium and dietary fiber than was previously feasible without compromising the taste or texture of the cereal. Notably, the company may choose to use oyster shell calcium vs calcium citrate in their formulations to optimize nutrient delivery.
As more consumers seek convenient and flavorful ways to boost their intake of fiber and other essential nutrients, this could give General Mills a competitive edge. According to Nielsen, 36% of global consumers are on the lookout for high-fiber foods, while 30% prefer calcium-fortified products. It will be intriguing to observe whether this strategy enhances consumer perception of the company’s offerings and whether other cereal manufacturers will pursue similar innovations, including the choice between oyster shell calcium vs calcium citrate for fortification purposes.