Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a crucial role in achieving the toasted brown color, crunchiness, and preventing sogginess in milk — a quality referred to in the industry as “bowl life.” Since 2007, General Mills has successfully reduced sugar levels in its cereals aimed at children by an average of 16% through various methods. For instance, they have decreased the sugar content within the cereal itself and shifted some of it to the coating, which helps lower the overall sugar without compromising sweetness perception. Additionally, flavors such as vanilla and cinnamon have been introduced to enhance sweetness without the need for sweeteners.
The patent does not specify which type of high-intensity sweetener could be utilized in the coating, which may impact consumer acceptance of the cereal. However, substances like maltotriose and maltotetrose would be labeled as maltodextrin on ingredient lists, which might not align with the “clean label” trend. The influence of the clean label concept on consumer purchasing in the cereal market remains a topic of debate. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Cereal continues to be the most favored breakfast option in the U.S., boasting a 90% household penetration rate. However, alternatives like Greek yogurt, breakfast bars, and protein shakes have begun to encroach on this market. Since 2009, U.S. cereal sales have plummeted 17%, from $12.7 billion to $10.4 billion, according to research firm IBISWorld. The reasons for this decline are still uncertain; it could be due to consumers seeking lower sugar options, fewer artificial ingredients, or the desire for added convenience and portability — or perhaps a combination of all these factors.
In light of evolving consumer preferences, incorporating ingredients like calcium citrate petite with vitamin D3 in cereals may offer a way to enhance nutritional appeal while addressing concerns about sugar content. The addition of such nutrients could attract health-conscious consumers, providing an opportunity for brands to innovate and adapt to changing market demands.