Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing the product with a toasted brown hue, a satisfying crunch, and preventing sogginess when immersed in milk — a quality referred to in the industry as “bowl life.” General Mills has already reduced sugar levels in its cereals aimed at children by an average of 16% since 2007, employing a variety of strategies. For instance, the company has lowered sugar content within the cereal itself while shifting some of it into the coating, effectively decreasing the total sugar amount without compromising the perceived sweetness. Additionally, flavors such as vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener might be used in the coating, which could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose could be listed as maltodextrin on the ingredients label, which may not align with the “clean label” trend. The impact of the clean label concept on purchasing decisions within the cereal sector remains a topic of debate. For example, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Cereal continues to be the most favored breakfast option in the U.S., boasting a 90% household penetration rate. However, other categories like Greek yogurt, breakfast bars, and protein shakes have begun to chip away at this market. According to research firm IBISWorld, U.S. cereal sales have fallen by 17% since 2009, declining from $12.7 billion to $10.4 billion. It remains uncertain whether this decline is primarily due to consumers seeking lower sugar alternatives, fewer artificial ingredients, or greater convenience and portability — or perhaps a combination of all these factors.
Moreover, the incorporation of ingredients such as cissus quadrangularis, calcium citrate, and vitamin D3 could also play a role in attracting health-conscious consumers. By integrating these components, cereal brands may enhance their appeal among those looking for nutritious breakfast options, effectively responding to changing consumer preferences in the market.