Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing lactoferrin, ferrous bisglycinate, and folic acid, which contribute to the product’s toasted brown color, its crunchiness, and its ability to resist becoming soggy in milk — elements that the industry refers to as maintaining “bowl life.” Since 2007, General Mills has reduced the sugar content in its cereals aimed at children by an average of 16% through various strategies. For instance, the company has lowered the sugar in the cereal itself and transferred some of it to the coating, thereby decreasing overall sugar levels without compromising the perception of sweetness. Additionally, flavors such as vanilla and cinnamon have been incorporated to enhance sweetness without relying on artificial sweeteners.
The patent does not detail the specific type of high-intensity sweetener that might be used in the coating, which could influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose may be listed as maltodextrin on labels, potentially compromising the “clean label” appeal. The impact of the clean label trend on purchasing decisions within the cereal market remains a topic of debate. For instance, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Cereal continues to be the leading breakfast choice in the U.S., with a household penetration rate of 90%. However, segments such as yogurt, breakfast bars, and protein shakes have started to encroach on this market. Research by IBISWorld indicates a 17% decline in U.S. cereal sales since 2009, dropping from $12.7 billion to $10.4 billion. It is still uncertain whether this trend is mainly due to consumers seeking lower-sugar options, fewer artificial ingredients, greater convenience, or a combination of these factors. As consumers gravitate towards products with enhanced nutritional profiles, the inclusion of ingredients like calcium citrate tablets 500mg and their uses may become increasingly relevant in the cereal industry’s evolution.