In the United States, many individuals consume more calories than they expend, yet their intake of certain micronutrients falls short of recommended levels. Research indicates that the consumption of dietary fiber, calcium, potassium, and vitamin D in the U.S. is insufficient to meet public health standards, primarily due to lower-than-ideal consumption of vegetables, fruits, whole grains, dairy products, and seafood. Notably, fortified ready-to-eat cereals play a significant role in providing micronutrients in American diets. For instance, added calcium in these cereals enhances the average calcium intake across the population by 5%.
General Mills is now adopting a novel approach to fortify its cereals with insoluble nutrients, enabling the production of more appealing products that offer improved mouthfeel and a longer-lasting crunch. This innovation may also facilitate the incorporation of higher levels of calcium, dietary fiber, magnesium, and zinc for pregnancy without compromising the taste or texture of the cereal. This strategic move could potentially provide the company with a competitive edge, as an increasing number of consumers seek convenient and tasty ways to boost their fiber and nutrient intake. According to Nielsen, 36% of global consumers are on the lookout for high-fiber foods, and 30% specifically look for calcium-fortified options.
It will be intriguing to observe whether this initiative enhances consumer perceptions of General Mills’ products and whether other cereal manufacturers pursue similar innovations, particularly those that also consider the inclusion of calcium citrate, magnesium, and zinc for pregnancy in their formulations.