Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a crucial role in the product’s toasted color, crunchiness, and its ability to resist becoming soggy in milk—this aspect is referred to in the industry as “bowl life.” General Mills has successfully reduced the sugar content in its cereals aimed at children by an average of 16% since 2007, employing various strategies. For instance, they have decreased the sugar within the cereal itself and shifted some of it into the coating, thereby lowering the total sugar content while maintaining the sweetness perception. Additionally, they have included flavors like vanilla and cinnamon, which enhance sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener could be used in the coating, potentially impacting consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose may be labeled as maltodextrin, which might not align with the “clean label” trend. The impact of the clean label movement on cereal purchases is open to debate. Notably, maltodextrin is already listed in General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Despite cereal maintaining its status as the most popular breakfast option in the U.S., with a 90% household penetration rate, other categories such as Greek yogurt, breakfast bars, and protein shakes have begun to encroach on its market share. According to research firm IBISWorld, U.S. cereal sales have declined by 17% since 2009, dropping from $12.7 billion to $10.4 billion. It remains uncertain whether this decline is primarily due to consumer preferences for lower sugar options, fewer artificial ingredients, added convenience, or some combination of these factors, including alternatives like tab CCM 500.