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Better-For-YouBREAKFAST CEREALS

05Market Watch:Cereal by the Numbers

08Building BFY Cereals

16Takeaways for Your Business

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3 Food Product Design | Better-For-You Breakfast Cereals foodproductdesign.com

NOVEMBER 2014

05 Market Watch:Cereal by the Numbers

Three in four Americans report regularly eating cereal, and more than 40 percent of cereal consumers choose it as an evening or late-night meal or snack. Increased snacking trends are shaping how cereal is being consumed, while a focus on health and wellness is driving innovation in the category.

08 Building BFY Breakfast Cereals

Demands for improved nutrition have prompted developers to reduce sugar and sodium as well as increase fiber in ready-to-eat (RTE) cereals. Product developers have a host of ingredients that can boost fiber levels in better-for-you (BFY) breakfast cereals without skimping on taste and other sensory attributes.

16 Takeaways for Your Business

Food product designers are taking advantage of various resources—including ingredients, formulation strategies and information—to produce better-for-you breakfast cereals.

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BETTER-FOR-YOU BREAKFAST CEREALS

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Unfortunately, today’s fast-paced culture has many Americans shifting away from the traditional sit-down breakfast of eggs or a heaping bowl of cereal in favor of convenient “on-the-go” breakfast items such as granola bars, yogurts or bagels, and restaurant chains like McDonald’s and Starbucks have increased their breakfast offerings. This means cereal manufacturers need to think outside the box and offer innovative and nutritious products that suit the eating habits of today’s consumer.

The Global Cereal MarketThere is no doubt that convenience foods

and foodservice have taken a bite out of traditional breakfast cereal sales, but cereal manufacturers can rest easy knowing cereals are consumed by 90 percent of families—and 97 percent of families with children—in the United States. According to the 2014 “Cold and Hot Breakfast Cereals in the U.S.” report from Packaged Facts, Rockville, Maryland, three in four Americans report regularly eating cereal. More than 60 percent of American adults still eat hot cereal, while three in five cold-cereal eaters and two in five hot-cereal eaters consume cereal daily or a few times a week.

What’s more, Americans continue to eat breakfast cereal as a snack, with more than 40 percent of cereal consumers choosing it as an evening or late-night meal or snack. Cold cereal also plays a crucial role in snacking, as two in five cold-cereal eaters consume it as a snack right out of the box, while 15 percent mix it with other ingredients to make their own customized snack mix.Cereal sales, which include ready-to-eat

(RTE) cereals, hot cereals and cereal bars, continue to rebound from the diminishing sales experienced a few years ago. New market data from the “Consumer and Innovation Trends in Cereal Products 2014” consumer insight report from Datamonitor, London, revealed the global cereal market reached $41 billion in sales in 2013, with RTE cereals gobbling up 69 percent of the market share, followed by cereal bars (21 percent) and hot cereal (10 percent).Globally, the RTE cereals category has a

compound annual growth rate (CAGR) of 4 percent, while the hot-cereal category isn’t far behind at 3.5 percent. Cereal bars are the fastest-growing category, with an estimated 4.7-percent growth from 2013 to 2017, most likely due to the convenience and nutritional value of the products.In terms of the top-five markets for

cereals, the United States rings up the lion’s share of cereal purchases, totaling $17.2 billion, followed by the United Kingdom ($3.7 billion), Mexico ($2.8 billion), Canada ($1.8 billion) and Australia ($1.7 billion).

By Judie Bizzozero | Managing Editor

We’ve heard it time and time again, breakfast is the most important meal of the day. Our mothers told us that every morning, and in recent years, science has proven that moms really do know best. Countless studies have found eating a

nutritious breakfast offers many benefits, including improved concentration, better weight control, increased strength and endurance, better heart health and even lowering the risk of type 2 diabetes.


Market Watch: Cerealby the Numbers

The global cereal market reached $41 billion in sales in 2013, with RTE cereals gobbling up 69 percent of the market share.

Top 10 RTE Cereal Brands in the U.S.


General Mills and Kellogg’s make up 60 percent of the global RTE cereal market, followed by Cereal Partners Worldwide (a 50/50 joint venture between Nestlé and General Mills), PepsiCo and Post Holdings. Private-label cereals also have gained traction in the marketplace during the past five years as cost-conscious consumers try to keep rising grocery costs in check.According to Datamonitor, 39 percent of

new cereal product launches in 2013 came from Europe, compared to 24 percent in North America and 21 percent in Asia Pacific. Interestingly, the global share of cereal product innovation from countries in Asia Pacific increased from 2011 to 2013, showing growth potential for cereal product innovation from emerging markets such as China and India.

Factors Driving GrowthFactors contributing to the growth of the

U.S. breakfast cereal market include increased demand for convenience in breakfast products, new product development and increased marketing initiatives. But according to Datamonitor, health and wellness is the most important trend driving innovation in the cereal category.Consider the current U.S. adult obesity

rate, which is up to 27.7 percent from an average of 27.1 percent in 2013. While sugar consumption has steadily declined for more than a decade, sugar is blamed as one of the primary contributors to

obesity. As such, the industry is under pressure to reduce sugar content of their products, especially cereals marketed to children—obesity has more than doubled in kids and quadrupled in adolescents in the past 30 years. The Yale Rudd Center for Food Policy & Obesity’s “Cereal FACTS 2012 Report” found from 2009 to 2012, cereal companies improved the nutrition of most cereals marketed directly to children. Overall nutritional quality improved for 13 of 16 child-targeted brands, and the average nutrition score for children’s cereals improved from 40 out of 100 in 2009 to 43 in 2012. Of the 22 different varieties of child-targeted cereals available in both 2008 and 2011, 10 (45 percent) reduced sodium, seven (32 percent) reduced sugar and five (23 percent) increased fiber. Product designers also must consider

new nutritional demands from the increasingly health-conscious consumer, and those changing preferences already have impacted many big names in the RTE cereal category. For example, earlier this year, General Mills announced its original Cheerios will no longer contain genetically modified organisms (GMOs) due to consumer and activist pressure. While Cheerios were never made with GMO oats, the company made changes to its sourcing to ensure other ingredients, such as sugar and corn starch, come from non-GMO corn and non-GMO pure cane sugar. In January 2014, Post released a non-GMO verified

Grape-Nuts and said it is exploring whether it will add more non-GMO verified products to the Post Foods product line.Kellogg’s jumped on the protein

bandwagon in 2012 with the rollout of its Special K Protein Plus® cereal, featuring 10 g of protein and 3 g of fiber. Post Foods followed suit in 2013 with its Great Grains® Protein Blend Cereal, featuring a combination of protein, whole grain and fiber, designed to increase metabolic rate. In February 2014, the company added to the Great Grains line with the two Great Grains Digestive Blend cereals featuring 7 g of fiber and more than 40 g of whole grains.Consumer interest in better-for-you

(BFY) foods is extremely relevant to the category, and product innovation is being driven by demand for high-protein, high-fiber and low-sugar options. Cereal makers use a number of standout ingredients to boost the healthy halo of RTE cereals, such as vitamins, minerals and proteins, but fiber fortification has become a hot trend since most Americans fall short of their recommended daily intake. What’s more, incorporating fiber ingredients can aid with weight management by boosting satiety without adding significant calories.However, when choosing a fiber for

incorporation into a BFY breakfast cereal, product developers must consider a number of factors that can affect the overall outcome of the finished product. ■

1. Honey Nut Cheerios (General Mills)

2. Frosted Flakes (Kellogg’s)

3. Honey Bunches of Oats (Post Holdings)

4. Cheerios (General Mills)

5. Cinnamon Toast Crunch (General Mills)

6. Special K (Kellogg’s)

7. Frosted Mini-Wheats (Kellogg’s)

8. Lucky Charms (General Mills)

9. Fruit Loops (Kellogg’s)

10. Raisin Bran (Kellogg’s)

Source: Information Resources, Inc., 2013

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Ready-to-eat (RTE) cereals are one of the most popular breakfast choices, but they also are becoming a go-to snack throughout the day due to their healthfulness and convenience.According to consumer insight from the

“Consumer and Innovation Trends in Cereal Products 2014” report from Datamonitor, London, health and wellness is the most important mega-trend influencing the global cereal products category. Why? Because cereal products’ nutritional benefits are backed by decades of research confirming their role in fighting several diseases, including diabetes, heart disease, digestive disorders and obesity. What’s more, consumers are paying more attention to what is in the products they consume, and they are looking for clean-label ingredient claims such as natural, organic and GMO-free. This presents product developers with the opportunity to create better-for-you (BFY) RTE breakfast cereals by reducing levels of less-nutritious ingredients or swapping them out for healthier versions, and supplementation with any number of fortificants.

The Better-For-You PushOver the years, sugary breakfast cereals

have been blamed for an increase in obesity rates, especially among children. As such, many manufacturers pledged to reformulate their best-selling children’s breakfast cereal brands by reducing sugar and sodium levels and increasing whole-grain levels.According to a 2013 study published

in Procedia Food Science (2013;(2):20-26), cereal makers are making good on their promises to increase fiber and decrease sugar and sodium content. For the study, USDA researchers examined nutrient data and ingredients for Kellogg's and General Mills RTE cereals. They figured mean values for total sugar, dietary fiber and sodium in the manufacturers’ cereals between 2005 and 2011. During this time period, findings indicate that sugar levels fell 10 percent and sodium fell 14 percent, while fiber levels rose 32 percent in the cereals studied. In the second part of the study, researchers compared 83 products existing in both 2005 and 2011. They found a higher percentage of cereals reduced sugar and sodium (52 percent and 58 percent, respectively) than increased (22 percent and 16 percent),

Demands for improved nutrition have prompted developers to reduce sugar and sodium as well as increase fiber in RTE cereals.

Developers have a host of ingredients that can boost fiber levels in breakfast cereals without skimping on taste and other sensory attributes.

Navigating fiber formulation challenges in better-for-you RTE cereals.

By Judie Bizzozero | Managing Editor

We live in a diverse world where consumer preferences and needs are constantly changing, especially in the area of health and nutrition. While a hectic lifestyle usually means grabbing

a meal when we can, one thing remains constant—the morning meal is as important as ever when it comes to jumpstarting the day.


Editors' Review

Cereal products’ nutritional benefits are backed by decades of research confirming their role in fighting several diseases.

BuildingBetter-For-You

Breakfast Cereals

and more cereals increased in fiber (51 percent) than decreased (19 percent). The study’s authors noted the reasons for small increases in sugar and sodium and decreases in fiber are unknown, but “may be the result of specific product reformulations.”In addition, the RTE cereal category

lends itself to fortification with a host of ingredients such as vitamins, minerals, proteins, pre- and probiotics, and other nutrients. And while fortification is nothing new, 64 percent of regular breakfast eaters consider cereals with added nutrients to be more or significantly more nutritious, noted Datamonitor.Previously,

fortification’s main role was viewed as preventing the effects of vitamin and mineral deficiencies. Now, evidence shows that nutrients offer other benefits.Recently, the focus has been on

fiber, which the 2010 USDA Dietary Guidelines for Americans singled out as a “nutrient of concern” that is alarmingly low in the U.S. diet. The health benefits of fiber are numerous and well-studied. In addition to protecting against heart disease, different fibers have been shown to exert varying benefits, including functioning as a laxative, enhancing the immune system, regulating blood sugar and blood lipid levels, providing satiety, improving mineral absorption and preventing cancer.The Institute of Medicine (IOM),

Washington, recommends people of all ages should consume 14 g of fiber for every 1,000 calories consumed. Adult women should consume 21 to 29 g/d of

fiber, while adult men should consume 30 to 38 g/d. Unfortunately, only 3 percent of all Americans meet the recommended intakes, according to the 2003-2004 National Health and Nutrition Examination Survey (NHANES).

When making BFY RTE breakfast cereals, it’s important to clearly define the targets at the beginning of the project, including the product attributes, ingredients to be featured

and/or avoided, and the nutrition and claims goals. According to FDA, a food item can carry the claim of “more or added fiber” when it contains at least 2.5 g of fiber more than the reference amount. A “good source of fiber” claim can be made when the food item contains 2.5 to 4.9 g of fiber; and a “high-fiber” claim can be made when

a food item contains 5 g or more of fiber per serving.

Formulating With FiberAmong the easiest applications for fiber

fortification are grain-based processed foods, which makes RTE breakfast cereal an ideal sector for innovation. And since many cereals inherently

contain fiber, the addition of more

fiber is easier to accomplish without

adverse organoleptic consequences.

“The trend of BFY RTE breakfast cereals is a new

challenge for the food industry as product manufacturers have to

innovate with new wellness products and/or reformulate existing ones,” said Vanessa Agnolutto, communications manager, Nexira, Rouen, France. “The sensory experience and taste are major keys to a product’s success. While a natural or organic origin may trigger a first purchase, consumers will not repurchase if the product does not satisfy sensory expectations.”“After taste, when adding positive

nutrients such as protein or fiber, and removing negative nutrients such as grams of sugar per serving, it’s important to maintain the overall density of the product," said Carol Lowry, senior food scientist, Cargill, Minneapolis. "Formulation changes that


The sensory experience and taste are major keys to a product’s success.

result in product-density changes translate into packaging-size changes. Typically, this isn’t something a manufacturer wants to take on.” With increasing emphasis on weight

management, fiber ingredients are becoming more popular in cereals. Most fibers have a low-caloric

contribution, which makes them ideal candidates to help reduce sugar, fat and other higher-caloric components in RTE cereals. Since most consumers lack fiber in their diets, cereal brands are addressing the needs of weight-conscious consumers through high-fiber formulations.Steve Jakeway, Ph.D., vice president,

business development, BioNeutra North America, Edmonton, Alberta, said consumers are actively reviewing the total grams of sugar per serving and attempting to choose a cereal that delivers first on taste, then on reduced sugar content. “With increased fiber, there is increased satiety. Consumers can have prolonged feelings of fullness and, thereby, reduce the total calories consumed daily to promote weight loss,” he said.Dan Grazaitis, food scientist, TIC Gums,

White Marsh, Maryland, agreed that the combination of boosting claims such as “reduced sugar” and “added fiber” are key to manufacturing and marketing a BFY cereal. “Throughout the food and beverage industry, manufacturers are actively searching for ways to reduce sugar content,” Grazaitis said. “Breakfast

cereals, in particular, are an area in which developers can utilize gums to not only replace some of the functionality of sugar but also to add dietary fiber.”

Fiber ChallengesThe use of functional ingredients in food

formulations also needs to mesh with technical challenges in terms of solubility, texture and stability. When an ingredient is added to a formulation, often something else in the traditional cereal will need to be reduced or removed, which can drastically affect the finished product.“Most importantly, texture and flavor are

important considerations that should not suffer in reformulating a product as ‘better-for-you’,” said Cheryl Borders, manager, soy food applications, technical service, edible beans, ADM, Decatur, Illinois.She added, “Whole grains, edible bean

powders, oats and soluble corn fiber increase dietary fiber content, but it is important to be mindful that the finished product must maintain good texture and flavor and not produce off-flavors. When working with insoluble, high-fiber products, you want to avoid creating a gritty mouthfeel in the end product. In addition, you need to avoid impacting bowl shelf life.”When reformulating to make a BFY

cereal by adding fiber or protein, the expansion or puffing capacity might decrease and texture might be altered. Sarah Wood, Ph.D., manager of R&D, Penford Food Ingredients, Centennial, Colorado, suggested using a highly

soluble enzyme-treated starch to enhance the expansion, create a light crispy texture and help counteract the negative effects of the added ingredients. “This will help to create a BFY cereal that is similar in look, size and texture to the base formula,” she said.Joseph O’Neill, president and general

manager, BENEO, Inc., Morris Plains, New Jersey, cautioned that different cereal forms have different requirements when using functional ingredients. “Replacing sugar with inulin and oligofructose can help provide a variety of functional benefits,” he said. “Inulin and oligofructose are prebiotic fibers naturally derived from chicory root. In granola cluster cereal manufacturing they are effective binders, whereas extruded flaked cereals benefit from the improved structural integrity that inulin provides. Inulin also gives extruded puffed cereals increased bowl life.”

Functional Fiber ChoicesConsumer interest in BFY foods is

extremely relevant to the category, and cereal makers are embracing the opportunity to develop and market fortified products to address specific needs such as diabetes, digestive health and weight management.For example, a diet high in fiber and

whole grains can help lower the risk of developing diabetes and heart disease, according to a study published in The American Journal of Clinical Nutrition (2013;98(2):594-619). The researchers


Most fibers have a low caloric contribution, which makes them ideal candidates to help reduce sugar, fat and other higher-caloric components in RTE cereals.

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said the strongest evidence for health benefits came from cereal fiber, including breakfast cereals, breads and brown rice with high-fiber content.Stephens commented: “Cereals

addressing glucose management needs are an extreme niche because they are branded as diabetic-friendly foods. This glycemic management gap in the mainstream breakfast category presents opportunities to use fibers, such as resistant starches, to help minimize glucose response, reduce calories and add fiber.”In terms of digestive health, prebiotics

and probiotics are entering the breakfast category in niche segments, and the functional ingredients are slowly gaining awareness.BioNeutra’s isomalto-oligosaccharide

(IMO) is made from enzymatic conversion of starch and functions as a dietary fiber, prebiotic and low-calorie sweetener. This makes it ideal for RTE cereal applications because it can add to the total fiber of the product without changing flavors and texture.

“For cereals that are not high-fiber, the benefit of adding it [IMO] would be increased ‘invisible’ fiber without the bloating and gas that can come with other fibers like inulin and fructo-oligosaccharides (FOS),” Jakeway said. “It’s easy to formulate with and does not typically cause technical issues in any way. The cereals have increased shelf-life when using it, given the humectancy properties, assisting with moisture balance.”

Inulin and oligofructose are fiber ingredients that also offer functional benefits to some applications, primarily digestion, and in sugar and fat replacement. Inulin and oligofructose fiber ingredients are naturally sourced “invisible” soluble dietary fibers made from chicory roots that allow cereal makers to discretely incorporate it into RTE breakfast cereals without affecting taste, texture, appearance or mouthfeel.

Key Themes in Health & Wellness


Inulin and oligofructose are fiber ingredients that also offer functional benefits to some applications, primarily digestion.

Source: Datamonitor International

Focus is on nutrition and energy. Consumers are seeking a nutritious, well-balanced diet and manufacturers are responding by highlighting the fiber content of products to promote the health benefits. Consumers have also expressed a preference for wholesome food products that sustain them throughout the day.

Reduced/fewer food “villains.” The nutritional composition of cereal products, particularly those targeting children, continues to be a growing concern. Consumers are therefore paying significant attention to the ingredients in the products they consume.

Effective weight-management option. Cereal products are perceived as an effective way to reduce weight without compromising on nutrition; they are emerging as popular meal-replacement choices for lunch or dinner.

Opportunities to make cereals more functional. Added nutrients with functional properties, such as vitamins and minerals, can be used to boost the health halo of cereal products and attract consumers.

“In addition, they help the body absorb more calcium for stronger bones. Also they have been proven to support weight management by helping you to eat less,” O’Neill said.Lowry promoted the benefits of

chicory root fiber, both for its functional properties and nutritional profile. “Chicory root fiber can be used in both an extruded cereal piece and the coating," she said. “Liquid chicory root fiber works well in the coating, particularly since it has characteristics similar to traditional corn syrup. Chicory root fiber is less sweet and lower in sugar than traditional corn syrups. An added benefit of increasing fiber content with chicory root fiber includes the potential to reduce sugar. If chicory root fiber is used to replace sugar in a frosted item, the process may need to be changed or additional ingredients be included to create a frosted appearance. Due to lower sweetness, high-intensity sweeteners or increased flavor may be needed.”When using powdered chicory root fiber

in the coating, more water may be needed in the coating slurry to adjust for the increase in solids. “There may be a different mouthfeel after the drying step as compared to a sugar and/or syrup slurry,” Lowry said. “Usage level will play a role in balancing mouthfeel with fiber label claims.”

Formulation challenges concerning sugar reduction differ depending on the sugar’s functionality and purpose within a recipe. “For example, if sugar is applied as a coating or frosting, it not only gives the final product taste and texture but also adds to the overall appearance,” Grazaitis said. “Maintaining this appearance is crucial to successfully market a cereal as the same, but a BFY version, of its full-sugar counterpart.”However, simply reducing the sugar

content will change the type of coating and overall texture, and adjusting processing parameters could be costly. TIC Gums offers an alternative to the traditionally used gum arabic that can lower sugar and maintain frosted appearance. “This product is unique as it allows the manufacturer to apply less of the frosting, therefore reducing the sugar content, while maintaining that desired breakfast cereal ‘crunch’,” Grazaitis said. “In addition, since [it] dries white, the visual attributes remain consistent with the white frosting for which sugar is traditionally responsible.”Resistant starch also can be used to

increase dietary fiber, which can be beneficial for the maintenance of a healthy digestive tract. Resistant starch can be included in an extruded puff, or may be added to a cereal coating. Chad Rieschl, senior research food technologist, Cargill, Minneapolis, said when used in a coating, resistant starch may alter the perceived texture of the coating, and it may cause a

whitening effect. When used in a puff, it may alter density and texture.

Grazaitis said: “By nature, all gums are sources of

soluble fiber. In addition to providing a source of fiber, gums emulsify, texturize and stabilize by interacting with

water. In the case of RTE breakfast cereals, the

ideal texture may be described as maintaining

fracturability, hardness and noise. When determining the gum type and

usage level several questions must be addressed: Will the gums hold too much moisture and cause a chewy product? Will the gums increase viscosity and cause issues in manufacturing? Could there be an interaction with other ingredients?”In order to overcome these challenges,

understanding the application and production is critical and a well-balanced blend of gums is the best solution. Low-viscosity fiber ingredients allow even more fiber to be added without affecting the texture of the final product, Grazaitis said.Acacia gum also is a native source of

soluble dietary fiber that is all-natural and GMO-free and a choice ingredient for fiber fortification of RTE breakfast cereals because it offers advantages for digestive health.“Thanks to its high solubility and no

added viscosity, it is easy to incorporate in many applications to enrich products with fiber and reinforce their health benefits,” Agnolutto said. “For RTE breakfast cereals applications, it has a lubricant effect and improves the shape of the cereals. Moreover, it helps extend the bowl life and crispiness of the cereals.”

Whole-Grain GoodnessWhile whole grain is more of an

expectation for today’s BFY RTE breakfast cereals, it is becoming more common to pair other nutrients and benefits with whole grains to provide multiple benefits for heart, gut, weight and glucose management.


Resistant starch also can be used to increase dietary fiber, which can be beneficial for the maintenance of a healthy digestive tract.

“The latest fad is using whole grains as the cereal base, which is a whole-foods approach to offering fiber and protein in a breakfast cereal product,” said Jennifer Stephens, marketing director, Penford Food Ingredients. “In addition, newer functional fibers include resistant starches from sources such as potato, corn and wheat, and inulin (chicory root extract) are being used to improve the overall health of the product.”Adding whole grains, such as whole-

grain corn products, is another way to enhance nutrition; however, ingredients containing insoluble fibers may alter texture and density of the cereal piece. Rieschl said corn fiber or corn bran can be included in a puff-type cereal, providing a coarse, ground appearance. “When used in an extruded product, it may increase density and change texture, while using too much may change the appearance too dramatically,” Rieschl said. “Usage may be balanced by increasing or adding ingredients with greater expansion properties or a change to processing conditions.” Ardent Mills offers a number of grain

ingredients that can boost the fiber beyond that of whole wheat, oats, corn and rice, which are commonly used in RTE breakfast cereals. Elizabeth Arndt, research fellow, research, quality and technical solutions, Ardent Mills, Denver, said the company’s high-fiber barley has more than 30-percent dietary fiber and three times the level of beta-glucan compared to oats, and 10 times the fiber of brown rice. Arndt said high-fiber barley flakes work well in granola, cluster and muesli cereals, while the flour can be used in direct-expanded crisps and other shapes to increase fiber and other whole-grain nutrients.

Rye is another whole grain that delivers more fiber compared to the common breakfast cereal grains. Whole-grain chopped rye can be used as an inclusion in granola and clusters and has more than 14-percent fiber. Other flours, such as amaranth,

quinoa, millet, sorghum, teff and buckwheat, can be used in multigrain crisps and flakes to add whole-grain nutrition, exotic interest and culinary authenticity. Even legume flours, including garbanzo and fava bean flours, can be used in RTE cereal crisp and flake applications to add fiber, protein and other nutrients.“Sprouted grains are on trend with

consumers, and sprouted white whole wheat flour can be used in a number of ways in RTE breakfast cereals—as an addition to the flake, crisp or even a baked cereal inclusion,” Arndt said. “Stabilized wheat bran and germ flour, and toasted, defatted wheat germ can be used in RTE breakfast cereal formulas to boost fiber, vitamins, minerals and antioxidants [levels]. Whole grain and seed mixtures, such as a blend of crushed wheat, chopped rye, millet seeds, high-fiber barley flakes, flax and sunflower seeds, can add texture and visual appeal to RTE cereals.”Keep in mind that no matter

how many hours are spent developing BFY RTE cereals or how many dollars are spent on marketing the products’ healthy attributes, taste is critical and will keep consumers coming back for seconds. ■


Newer functional fibers include resistant starches from sources such as potato, corn and wheat, and inulin (chicory root extract).

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Takeawaysfor Your Business

In this latest Food Product Design Digital Pulse, “Better-For-You Breakfast Cereals,” industry experts explore how developers are improving nutrition in RTE cereals and address the challenges that can occur when formulating—or reformulating to create—more-healthful products.As snacking rises in popularity,

breakfast cereals are no longer restricted to the confines of breakfast. Whether grabbing a handful straight from the box or enjoying a bowlful any time, a cereal’s health-and-wellness benefits can serve as a selling point for consumers. Many better-for-you (BFY) breakfast cereals feature increased fiber, protein and whole grains. Reduced sugar and sodium are two other important components of BFY breakfast cereals. However, fibers and other ingredients can alter the texture, flavor or quality of a product, and must be carefully considered to ensure the product provides what consumers want most—good taste.Select consumers are willing to eat a

high-fiber cereal at the cost of less-than-desirable texture or taste. But as the focus on health continues to move mainstream, the average consumer won’t be back to buy a product that skimps on quality or flavor. To combat

these challenges, developers can rely on a host of ingredients to improve nutrition in breakfast cereals while maintaining taste and other sensory attributes.For example, chicory root fiber, a

prebiotic fiber, can be used both in an extruded cereal piece and the coating without affecting taste, texture appearance or mouthfeel. Other prebiotic fibers—which contribute to digestive health and a healthy metabolism, and help the body absorb more calcium for stronger bones—include inulin and oligofructose.Grain ingredients are also used to

increase fiber content in BFY cereals, but also may contain insoluble fibers that can alter texture and density of a cereal piece. This means developers must be mindful to avoid creating an end product with a gritty mouthfeel. Some popular grain ingredients include whole wheat, oats, corn and rice. Other less-common additions include sprouted grains; ancient grains, such as chia, quinoa and flax; protein-containing ingredients; and whole grain and seed mixtures. Food Product Design offers several

resources for food product developers looking to improve nutrition in their cereal products, including the “Functional Foods” and “Formulating with Fiber” Digital Issues, and the FoodTech Toolbox Gallery, “Whole and Ancient Grains: From Amaranth to Zizania.” ■

—By Rachel Adams | Associate Editor

Ready-to-eat (RTE) breakfast cereals are breaking free from their reputation as being sugar-laden and lacking in key nutrients. Demands for improved nutrition have prompted developers to reduce sugar and sodium in their products, as well

as increase fiber and whole grains.

Developers can rely on a host of ingredients to improve nutrition in breakfast cereals while maintaining taste and other sensory attributes.


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Phoenix, AZ 85012Phone: 480/990-1101

Fax: 480/990-0819Email: [email protected]

Website: foodproductdesign.com

MEMBER OF:• National Assn. of Flavors

and Food-Ingredient Systems

• Flavor and Extract Manufacturers Assn.

• American Assn. of Cereal Chemists

• Food Update Foundation

• Canadian Institute of Food Scienceand Technology

• American Society of Baking

• American Dairy Science Assn.

President John Siefert Chief Financial Officer Kelly Ridley Controller Amie Higginbotham Human Resources Director, Americas Heather Wood

Vice President, Health & Nutrition Jon Benninger Vice President, Sales, Health & Nutrition Danica Cullins Strategic Account Director Amy Thorlin Senior Account Executives Anthony Arteca Ioana Neacsu Karen Salas Account Executive Barbara Westberg Vice President, Content, Heather Granato Health & Nutrition Executive Editor Lynn A. Kuntz Managing Editor Judie Bizzozero Associate Editors Alissa Marrapodi Rachel Adams Marketing Manager Melissa Black Content Marketing Manager Karen Butler Audience Marketing Director Katherine Hecker Audience Marketing Manager Amanda Saye Marketing Coordinator Jillana Szeto Vice President, Marketing Services Danielle Dunlap Creative Director Joseph DiPastena Art Director, Health & Nutrition Andrew Rosseau Art Director Darcey Saxton Media Operations Manager Melissa Ewing Program Manager Jill Klinkerman

Subscription Customer Service 800/581-1811 Audience & Content Coordinator, List Rentals Manager Carisa Frisby 480/990-1101 Ext. 1042

EVENTS DEPARTMENT Senior Vice President of Events, Director of SupplySide Dana Hicks Senior Director of Events Sarah Waschler Event Manager Marisa Freed Education Manager Natasha Weaver

Sales Director, SupplySide Lily Wang Senior Event Sales Manager Todd Willis Event Sales Manager Todd Berger Associate Event Sales Managers Thomas Baker Alex Koupal Trish True Exhibit Operations Manager Lola Ortega Exhibit Operations Coordinator Vanessa Cruz Event Registration Coordinator Carrie Freese

EDITORIAL ADVISORY BOARD

Swamy Anantheswaran, Ph.D.Professor of Food EngineeringPennsylvania State University

University Park, PA

Donald Goodman, Ph.D.President M & D Technologies, Inc.

Columbus, MS

Lowell Satterlee, Ph.D.Director, Food and Agricultural

Products Research CenterOklahoma State University Stillwater, OK

Robert Vander Zanden, Ph.D.Adjunct Professor and Lecturer

Clemson UniversityClemson, SC

Better-For-You - Natural Products INSIDER

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