12 Feb 2010 --- Research released by Tate & Lyle provides fresh insight into consumers’ increasingly sophisticated attitudes towards breakfast cereals.

The survey, part of the Tate & Lyle’s ongoing study into consumer’s health and wellness preferences, polled more than 1,500 people across Europe about the benefits they view as important in their breakfast cereals, and those for which they are willing to pay more.

The research reveals that while there is some crossover between benefits viewed as important for purchase and benefits consumers are willing to pay more for, the results are not identical. Around a third of respondents suggested that the claims “high in fibre”, “reduced fat”, “containing 30% less sugar” and “30% fewer calories” will encourage them to purchase breakfast cereals. However, when questioned about which benefits they would spend extra on, “keeps you full for longer”, “improves digestive comfort”, “helps maintain healthy blood cholesterol” and “high in fibre” each received over 75% of agreement.

In order to help breakfast cereal manufacturers improve the nutrition profile of their products, Tate & Lyle has developed a range of breakfast cereal concepts that will make a difference to consumers.

Tate & Lyle’s coated cereal pops prototype demonstrates that using FRUCTOPURE Fructose and STA-LITE Polydextrose can provide a high fibre content, 30% sugar reduction and high quality sweetening, while not affecting taste, crunchiness or gloss.

Similarly, these ingredients helped to achieve great taste and texture appeal in crunchy multi-cereal and hazelnut clusters, with a 30% sugar reduction. In addition, the prototypes show excellent bowl stability when milk is added.

Commenting, Kristien Gerits, Product Manager Sweeteners at Tate & Lyle said: “Cereals are a quick and easy breakfast option but are also seen as a wholesome choice. We wanted to combine taste and improved nutritional content to create products that were both fun and healthy and would be popular with children and adults”.

“Our research shows a growing demand for cereals that deliver a wide range of benefits. We think our new breakfast cereal formulations help manufacturers quickly meet these needs and their consumers’ satisfaction. ”