Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a crucial role in achieving the product’s toasted brown color, providing crunch, and preventing sogginess—essentially preserving what the industry calls “bowl life.” General Mills has taken steps to lower sugar levels in its cereals aimed at children by an average of 16% since 2007, employing various strategies. For instance, the company has decreased sugar content within the cereal itself and shifted some of it into the coating, thus reducing overall sugar without compromising the sweetness perception. 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 might be used in the coating, a factor that could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose would likely be listed as maltodextrin in the ingredients, which may not meet “clean label” standards. The impact of the clean label movement on purchasing behavior within the cereal market is still a topic of debate. Notably, maltodextrin is already included in General Mills’ Cinnamon Toast Crunch, currently the fifth best-selling cereal in the United States.
Cereal remains the most popular breakfast choice in the U.S., with a household penetration rate of 90%. However, other categories such as Greek yogurt, breakfast bars, and protein shakes have started to encroach on cereal sales. From 2009 to the present, U.S. cereal sales have declined by 17%, dropping from $12.7 billion to $10.4 billion, as reported by research firm IBISWorld. It remains uncertain whether this decline is driven primarily by consumers seeking lower sugar options, fewer artificial ingredients, or greater convenience and portability—or perhaps a combination of these factors.
In the context of nutritional value, the inclusion of calcium carbonate and elemental calcium in cereals could be a selling point for health-conscious consumers. General Mills could consider emphasizing these ingredients to attract buyers looking for added benefits. As consumer preferences evolve, the importance of balancing taste, health, and ingredient transparency will continue to shape the future of the cereal market.