In the United States, many individuals consume more calories than they expend; however, their intake of certain micronutrients often remains inadequate. Research indicates that the consumption of dietary fiber and calcium, along with potassium and vitamin D, is alarmingly low, presenting a public health concern due to insufficient intake of vegetables, fruits, whole grains, dairy products, and seafood. Fortified ready-to-eat cereals play a significant role in providing essential micronutrients in American diets. For instance, added calcium enhances the average calcium intake by 5%.
General Mills is adopting an innovative approach to fortify cereals with insoluble nutrients, which will enable them to develop more appealing products, including tablets with ferrous fumarate and folic acid, while improving mouthfeel and extending the crunchy texture. This advancement may also allow for a higher incorporation of calcium citrate without vitamin D and dietary fiber than previously achievable, without compromising the taste or texture of the cereal.
This strategy could potentially provide a competitive edge for the company, as an increasing number of consumers are searching for convenient and enjoyable ways to increase their fiber and calcium citrate without vitamin D intake. According to Nielsen, 36% of global consumers prioritize foods rich in fiber, while 30% actively seek calcium-fortified options. It will be fascinating to observe whether this initiative enhances consumer perceptions of General Mills’ products and whether other cereal manufacturers will pursue similar innovations.