Sugar is primarily recognized for the sweetness it adds to cereal, but it also plays a crucial role in achieving the product’s toasted brown color, providing crunch, and preventing sogginess in milk—maintaining what the industry terms “bowl life.” Since 2007, General Mills has reduced the sugar content in its cereals aimed at children by an average of 16% through various strategies. For instance, the company has lowered the sugar included in the cereal itself and shifted some into the coating, thus decreasing the total sugar content without compromising the perceived sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance the sweetness naturally without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener might be utilized in the coating, which could influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetraose would be listed on the ingredient label as maltodextrin, which may not align with “clean label” ideals. The impact of the clean label trend on cereal purchases 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 United States, boasting a 90% household penetration. However, alternatives like Greek yogurt, breakfast bars, and protein shakes have begun to encroach on this market. According to IBISWorld, U.S. cereal sales have declined by 17% since 2009, falling from $12.7 billion to $10.4 billion. The reasons behind this trend remain uncertain—whether consumers are seeking lower sugar options, fewer artificial ingredients, or increased convenience and portability, or perhaps a combination of all these factors.
Moreover, as consumers become more health-conscious, there is a growing interest in nutrition, including the benefits of calcium citrate and Vitamin D. Integrating these nutrients into cereals could provide an added incentive for health-oriented shoppers. Thus, the incorporation of calcium citrate and Vitamin D alongside reduced sugar content might play a significant role in revitalizing cereal sales and aligning products with modern dietary preferences.