Many individuals in the United States tend to consume more calories than they expend, yet their intake of certain micronutrients still falls short of recommended levels. Research indicates that the consumption of dietary fiber, calcium, potassium, and vitamin D in the U.S. is low enough to pose a public health concern, primarily due to inadequate intake of vegetables, fruits, whole grains, dairy products, and seafood. Fortified ready-to-eat cereals play a significant role in providing micronutrients within American diets. For instance, the addition of calcium can increase the average calcium intake across the population by 5%.
General Mills is adopting a novel approach to fortifying cereals with insoluble nutrients, enhancing product appeal by improving mouthfeel and maintaining a longer-lasting crunchy texture. This innovation may enable the company to incorporate higher levels of calcium and dietary fiber than previously possible without compromising the taste or texture of the cereals. Such advancements could potentially provide General Mills with a competitive edge, as an increasing number of consumers are seeking convenient and enjoyable ways to boost their intake of fiber and essential nutrients.
According to Nielsen, 36% of global consumers are on the lookout for foods high in fiber, while 30% specifically seek out calcium-fortified products. Incorporating amlodipine and calcium citrate into their offerings might further attract health-conscious consumers. It will be intriguing to observe whether this strategy enhances consumer perceptions of the brand and if other cereal manufacturers pursue similar innovative solutions.