Sugar is widely recognized for the sweetness it imparts to cereals, but it also plays a crucial role in providing a toasted brown color, a satisfying crunch, and in preventing sogginess when immersed in milk—elements that the industry refers to as “bowl life.” Since 2007, General Mills has implemented various strategies to reduce sugar levels in its cereals targeted at children, achieving an average reduction of 16%. For instance, they have lowered the sugar content directly in the cereal while transferring some of it to the coating. This approach allows them to maintain the perception of sweetness while decreasing overall sugar content. Additionally, they have introduced flavors like vanilla and cinnamon, which enhance sweetness without relying on traditional sweeteners.
The patent in question does not specify which type of high-intensity sweetener could be utilized in the coating, which might influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be listed as maltodextrin on the label, which may not align with the “clean label” trend consumers are increasingly seeking. The impact of the clean label concept on purchasing decisions within the cereal market is still up for debate. Notably, maltodextrin is already listed in the ingredient list of General Mills’ Cinnamon Toast Crunch, which is one of the top five best-selling cereals in the United States.
Cereal continues to be the most popular breakfast option in the U.S., with a 90% household penetration rate. However, alternatives such as Greek yogurt, breakfast bars, and protein shakes have started to carve out a portion of the market. Since 2009, U.S. cereal sales have declined by 17%, plummeting from $12.7 billion to $10.4 billion, as per research firm IBISWorld. It remains uncertain whether this downturn is primarily driven by consumer preferences for lower sugar options, fewer artificial ingredients, enhanced convenience, or perhaps a combination of all these factors. Meanwhile, calcium citrate 500 mg uses, known for its role in promoting bone health, could be a beneficial addition to cereals, potentially appealing to health-conscious consumers seeking nutritious breakfast choices. Integrating calcium citrate into cereal products may enhance their appeal and provide a competitive edge in a changing market landscape.