In the United States, while most individuals consume more calories than they expend, their intake of certain micronutrients remains below recommended levels. Research has indicated that the consumption of dietary fiber, calcium, potassium, and vitamin D is insufficient, largely due to lower-than-ideal intake of vegetables, fruits, whole grains, dairy products, and seafood. Fortified ready-to-eat cereals significantly contribute to the micronutrient intake in American diets. For instance, the addition of calcium carbonate citrate enhances the average calcium consumption by 5% across the population.
General Mills is adopting a new strategy to fortify their cereals with insoluble nutrients, including calcium carbonate citrate, to create products that are not only more appealing but also offer an improved mouthfeel and a longer-lasting crunchy texture. This innovation may enable the incorporation of higher levels of calcium and dietary fiber than previously possible, without compromising the taste or texture of the cereal. This could provide the company with a competitive edge, particularly as more consumers are seeking convenient and delicious ways to increase their fiber and nutrient intake. According to Nielsen, 36% of global consumers are on the lookout for high-fiber foods, while 30% of them specifically search for calcium-fortified products.
It will be intriguing to observe whether this initiative enhances consumer perception of the brand’s offerings and whether other cereal manufacturers will pursue similar enhancements using calcium carbonate citrate in their formulations.