Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in giving products their toasted brown color, contributing to their crunchiness, and preventing sogginess in milk—essentially maintaining what the industry calls “bowl life.” Since 2007, General Mills has reduced sugar levels in its cereals aimed at children by an average of 16% through various methods. For instance, they’ve decreased the sugar content in the cereal itself and shifted some of it into the coating, thereby lowering overall sugar levels without compromising the perception of sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener may be used in the coating, which could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin on an ingredients label, which may not align with a “clean label” approach. The impact of the clean label concept on cereal purchases is debatable, yet maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, one of the top-selling cereals in the United States.
In the 21st century, cereal remains the most popular breakfast option in the U.S., achieving a 90% household penetration rate. However, other categories such as Greek yogurt, breakfast bars, and protein shakes have started to carve out market share. Since 2009, U.S. cereal sales have plummeted by 17%, dropping from $12.7 billion to $10.4 billion, according to IBISWorld research. It remains uncertain whether this decline is primarily due to consumers seeking lower sugar alternatives, fewer artificial ingredients, added convenience and portability, or a combination of these factors.
Amidst these changes, the incorporation of ingredients like calcium citrate with vitamin D in cereals is becoming increasingly relevant, particularly as health-conscious consumers look for enhanced nutritional profiles. The presence of calcium citrate with vitamin D could address consumer demands for fortified products while still appealing to those concerned about sugar content. Ultimately, balancing sweetness, nutrition, and consumer preferences will be vital for the cereal industry in this evolving landscape.