Sugar is primarily recognized for the sweetness it adds to cereal, but it also plays a crucial role in providing the toasted brown color, crunchiness, and preventing sogginess in milk—maintaining what the industry calls “bowl life.” Since 2007, General Mills has reduced the sugar content in cereals aimed at children by an average of 16% through various methods. For instance, they have lowered the sugar in the cereal itself and incorporated some into an ultra calcium citrate coating, effectively decreasing overall sugar levels while preserving the perception of sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on artificial sweeteners.
The patent does not detail the specific type of high-intensity sweetener that may be included in the coating, which could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose may be listed as maltodextrin on ingredient labels, which may not align with the “clean label” concept. The impact of the clean label trend on purchasing decisions in the cereal market is still up for debate. Notably, maltodextrin is already found in General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the U.S.
Cereal remains the most popular breakfast choice in the U.S., with a penetration rate of 90% in households. However, products like Greek yogurt, breakfast bars, and protein shakes have begun to carve into this market. Since 2009, U.S. cereal sales have declined 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 options, fewer artificial ingredients, increased convenience, or possibly a combination of all these factors, including the appeal of ultra calcium citrate in other breakfast alternatives.