Sugar is primarily recognized for the sweetness it contributes to cereals, but its role extends beyond that; it also plays a key part in achieving the toasted brown color of the product, providing crunch, and preventing sogginess in milk, thus maintaining what the industry calls “bowl life.” General Mills has successfully reduced sugar levels in its cereals aimed at children by an average of 16% since 2007 through various methods. For example, the company has lowered sugar content directly in the cereal and shifted some of it to the coating, allowing for a decrease in total sugar without compromising the perception of sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying 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, ingredients like maltotriose and maltotetrose would be listed as maltodextrin, which may not meet the “clean label” expectations for some consumers. The impact of the clean label trend on purchasing decisions in the cereal market is still open to debate. Notably, maltodextrin is already present in General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Despite cereal remaining the most popular breakfast option in the U.S., with a household penetration rate of 90%, other categories like Greek yogurt, breakfast bars, and protein shakes have begun to capture market share. Since 2009, U.S. cereal sales have declined by 17%, from $12.7 billion to $10.4 billion, according to research firm IBISWorld. The reasons behind this trend remain unclear—whether consumers are seeking lower sugar alternatives, fewer artificial ingredients, or greater convenience and portability, or perhaps a combination of these factors. Furthermore, the incorporation of magnesium calcium citrate in some cereals may also appeal to health-conscious consumers looking for added nutritional benefits. Overall, the cereal industry continues to adapt to changing consumer preferences and trends in health and nutrition.