Sugar is widely recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing the toasted brown color, crunchiness, and preventing sogginess in milk—elements that help maintain what the industry calls “bowl life.” Since 2007, General Mills has successfully reduced the sugar content in its cereals aimed at children by an average of 16% through various methods. For instance, they have lowered the sugar directly in the cereal while transferring some to the coating, effectively decreasing overall sugar without compromising sweetness. Additionally, they have incorporated flavors such as vanilla and cinnamon, which enhance sweetness without relying on sweeteners.
The patent does not clarify the specific type of high-intensity sweetener that could be used in the coating, which might influence consumer acceptance of the cereal. However, maltotriose and maltotetrose are typically listed as maltodextrin on ingredient labels, which may not align with the “clean label” trend. The impact of the clean label concept on cereal purchases is still debated, but it is worth noting that maltodextrin is already included in General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Cereal continues to be the most popular breakfast option in the U.S., achieving a household penetration rate of 90%. However, alternatives like Greek yogurt, breakfast bars, and protein shakes have started to take market share. According to research firm IBISWorld, U.S. cereal sales have fallen by 17% since 2009, from $12.7 billion to $10.4 billion. It remains uncertain whether this decline is mainly due to consumers seeking lower sugar alternatives, fewer artificial ingredients, or greater convenience and portability—or perhaps a combination of all these factors.
Incorporating elements like Citracal 600 with vitamin D into breakfast routines could also play a role in consumer preferences. As health awareness grows, consumers may prioritize products that not only reduce sugar but also enhance nutritional value. Thus, the future of cereal may hinge on balancing taste, health benefits like those offered by Citracal 600 with vitamin D, and maintaining consumer trust in ingredient transparency.