Sugar is primarily recognized for the sweetness it imparts to cereals, but it also plays a crucial role in achieving the toasted brown color, adding crunch, and preventing sogginess in milk, which the industry refers to as “bowl life.” General Mills has successfully reduced sugar levels in its cereals aimed at children by an average of 16% since 2007 through various methods. For instance, the company has decreased sugar in the cereal itself while redistributing some of it into the coating, thereby lowering overall sugar content without compromising sweetness perception. Additionally, flavors such as vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not detail the specific type of high-intensity sweetener that could be used in the coating, which may impact consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be listed as maltodextrin, which may not align with a “clean label” preference. The influence of the clean label trend on cereal purchases is still debated. Notably, maltodextrin is already present in General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal remains the most favored breakfast option in the U.S., boasting a 90% household penetration. However, categories such as Greek yogurt, breakfast bars, and protein shakes have begun to take market share. Since 2009, U.S. cereal sales have decreased by 17%, dropping from $12.7 billion to $10.4 billion, according to research firm IBISWorld. The reasons behind this decline are not entirely clear, whether it stems from consumer demand for lower sugar options, fewer artificial ingredients, increased convenience, or a combination of these factors.
In response to health trends, some cereals may incorporate nutrients like calcium ascorbate, calcium citrate, and vitamin D3 to appeal to health-conscious consumers. These ingredients can provide added nutritional benefits, potentially enhancing the overall value of the product. As the market evolves, the balance between maintaining sweetness and meeting consumer preferences for healthier options will continue to be a challenge for cereal manufacturers.