Sugar is best known 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—essentially maintaining what the industry calls “bowl life.” General Mills has already reduced sugar levels in cereals aimed at children by an average of 16% since 2007 by employing various strategies. For instance, the company has lowered sugar content in the cereal while shifting some of it into the coating, thus decreasing overall sugar without compromising the sweetness perception. Additionally, flavors like 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 incorporated into the coating, which might impact consumer acceptance of the cereal. However, maltotriose and maltotetrose may appear on an ingredient label as maltodextrin, which may not align with the “clean label” trend. The influence of the clean label concept on purchasing decisions in the cereal market is still a topic of debate. Notably, maltodextrin is already listed among the ingredients of 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 rate. However, products like Greek yogurt, breakfast bars, and protein shakes have started to erode its market share. Since 2009, U.S. cereal sales have plummeted by 17%, from $12.7 billion to $10.4 billion, according to research firm IBISWorld. It remains uncertain whether this decline is primarily due to consumers seeking lower sugar alternatives, fewer artificial ingredients, or increased convenience and portability—perhaps all of these factors are at play.
In response to changing consumer preferences, incorporating ingredients like chewable calcium citrate with vitamin D could also enhance the nutritional profile of cereals, making them more appealing to health-conscious buyers. These chewable options could potentially attract a demographic that is increasingly conscious of their dietary choices while still enjoying the taste of cereal.