Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in achieving the toasted brown color, the crunchiness, and preventing sogginess in milk — a factor that helps maintain what the industry calls “bowl life.” Since 2007, General Mills has successfully reduced sugar levels in its cereals aimed at children by an average of 16% through various methods. For instance, they have lowered the sugar content in the cereal itself and shifted some of it into the coating, allowing for a decrease in overall sugar content without compromising the perception of sweetness. Additionally, they have incorporated flavors like vanilla and cinnamon to enhance sweetness without the need for high-intensity sweeteners.
The patent does not specify the type of high-intensity sweetener that could be utilized in the coating, which may influence consumer acceptance of the cereal. However, ingredients such as maltotriose and maltotetrose would be listed as maltodextrin on the label, which may not align with the “clean label” trend. There is some debate about the extent to which the clean label concept influences purchasing decisions in the cereal market. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal remains the most popular breakfast choice in the U.S., with a penetration rate of 90% in households, although segments like Greek yogurt, breakfast bars, and protein shakes have begun to encroach on this market. Since 2009, U.S. cereal sales have declined by 17%, dropping from $12.7 billion to $10.4 billion, according to research firm IBISWorld. It remains uncertain whether this decline is mainly due to consumers seeking lower sugar options, fewer artificial ingredients, or increased convenience and portability — or perhaps a combination of all these factors.
In this landscape, consumers are also becoming more interested in nutritional supplements, including considerations such as which calcium supplement has calcium citrate. The shift towards healthier choices could influence cereal manufacturers to explore alternatives that appeal to health-conscious buyers, prompting further innovation in their products.