In the United States, many individuals consume more calories than they expend; however, their intake of certain micronutrients remains below recommended levels. Research indicates that U.S. dietary consumption of fiber and calcium, along with potassium and vitamin D, is insufficient enough to pose a public health concern, largely due to inadequate intake of vegetables, fruits, whole grains, dairy products, and seafood. Fortified ready-to-eat cereals play a significant role in supplying these micronutrients in American diets. For instance, the addition of calcium citrate can enhance the average calcium intake across the population by 5%, contributing to the maximum daily requirements, such as the 400 mg of vitamin D needed for optimal health. General Mills is leveraging a novel approach to fortify cereals with insoluble nutrients, which will enable the production of more appealing products that offer improved mouthfeel and a longer-lasting crunchy texture. This innovation allows for the incorporation of higher amounts of calcium and dietary fiber than previously feasible, without compromising taste or texture. Such advancements could provide the company with a competitive edge as consumers increasingly seek convenient and palatable ways to boost their fiber intake and ensure adequate calcium levels, like those found in calcium citrate supplements. According to Nielsen, 36% of global consumers are on the lookout for foods rich in fiber, while 30% specifically seek out calcium-fortified options. It will be intriguing to observe whether this strategy enhances consumer perceptions of General Mills’ products and if other cereal manufacturers pursue similar enhancements.