Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in contributing to the toasted brown color, providing crunchiness, and preventing sogginess in milk—factors vital for what the industry refers to as “bowl life.” General Mills has already reduced the sugar content in its cereals aimed at children by an average of 16% since 2007 through various methods. For instance, the company has lowered sugar levels in the cereal itself while redistributing some of it to the coating, thus maintaining sweetness perception while reducing overall sugar content. Additionally, flavors like vanilla and cinnamon have been incorporated to enhance sweetness without relying on sweeteners.
The patent does not specify the type of high-intensity sweetener that could be used in the coating, which might influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be labeled as maltodextrin, which may not align with a “clean label” approach. The impact of the clean label concept on cereal purchases remains debatable. Notably, maltodextrin is already included in General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the U.S.
Despite cereal being the most favored breakfast option in the U.S. with a 90% household penetration, alternatives like Greek yogurt, breakfast bars, and protein shakes have begun to encroach on this category. Since 2009, U.S. cereal sales have declined by 17%, dropping from $12.7 billion to $10.4 billion, according to research firm IBISWorld. It remains uncertain whether this decline is mainly due to consumers seeking lower sugar options, fewer artificial ingredients, or greater convenience and portability—or perhaps a combination of all these factors.
In this evolving landscape, General Mills and similar companies must consider the role of ingredients like calcium citrate in their products, especially as consumers become increasingly health-conscious. The challenge lies in balancing taste and health benefits, akin to the careful management seen in blood transfusion protocols, where every component must be optimally balanced for the best outcomes.