Sugar is well-known for the sweetness it contributes to cereal, but it also plays a critical role in achieving the product’s toasted brown color, providing crunch, and helping to prevent sogginess in milk — a quality the industry refers to as “bowl integrity.” 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 while transferring some of it into the coating, allowing for an overall decrease in sugar content without compromising the perception of sweetness. Additionally, flavors such as vanilla and cinnamon have been added to enhance sweetness without relying solely on sweeteners.
The patent does not specify which high-intensity sweetener could be used in the coating, which may influence consumer acceptance of the cereal. However, maltotriose and maltotetrose could be listed as maltodextrin on ingredient labels, which might not align with the “clean label” trend. The impact of the clean label concept on cereal purchases is still a topic of debate. Maltodextrin already appears on the ingredient list of General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal remains the most popular breakfast option in the U.S., with a household penetration rate of 90%. However, other categories like Greek yogurt, breakfast bars, and protein shakes have begun to encroach on its market share. Since 2009, U.S. cereal sales have declined by 17%, dropping from $12.7 billion to $10.4 billion, according to IBISWorld. It remains uncertain whether this trend is primarily driven by consumers seeking lower sugar options, fewer artificial ingredients, or greater convenience and portability, or possibly a combination of all these factors.
In this evolving landscape, innovative products like solaray calcium citrate chewable tablets may also attract health-conscious consumers looking for alternatives. As such products gain popularity, they could further influence the cereal market, providing additional options for those seeking healthier breakfast choices.