Breakfast Cereals and How They Are Made: Raw Materials, Processing, and Production

450 Pages·2019·32.632 MB·English

by  Alicia A. Perdon (editor), Sylvia L. Schonauer (editor), Kaisa Poutanen (editor)

&
Woodhead Publishing and Cereals
Grains Association
Breakfast Cereals and
How They Are Made
Raw Materials, Processing, and Production
Third Edition
Edited by
Alicia A. Perdon
Sylvia L. Schonauer
Kaisa S. Poutanen
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Contributors
Joseph A. George Jaguard, LLC, Bellevue,MI, United States
Maria Arlene A. Adviento-Borbe Delta Water Management Research Unit,
USDA-ARS, Jonesboro,AR, United States
Emily O.Arijaje Kellogg Company, Battle Creek, MI, UnitedStates
JamesC.Breslin ProcessPartners,Inc.andGemmerProcessPartners,Hudsonville,
MI, United States
Robert E. Burns Processtech Consulting, Yorba Linda, CA, United States
Elwood F. Caldwell Deceased
Laurent Chaunier INRA, Biopolym(cid:1)eres, Interactions & Assemblages Nantes,
Cédex3, France
GuyDellaValle INRA,Biopolym(cid:1)eres,Interactions&AssemblagesNantes,Cédex
3, France
John Etzcorn Kellogg Company(Retired), Battle Creek, MI, UnitedStates
Robert B. Fast Deceased
RichardW.Hartel UniversityofWisconsineMadison,Madison,WI,UnitedStates
UllaHolopainen-Mantila VTTTechnicalResearchCentreofFinlandLtd.,Espoo,
Finland
Victor T. Huang General Mills (Retired), Golden Valley, MN, United States
James Ievolella Nabisco FoodsNew City (Retired), NY, United States
Julie Miller Jones St. CatherineUniversity, Minneapolis,MN, United States
WilfH. Jones WHJ Processes,Irby Wirral, England
Kevin Knott Reading Bakery Systems,Robesonia, PA, United States
MagdalenaKristiawan INRA,Biopolym(cid:1)eres,Interactions&AssemblagesNantes,
Cédex3, France
CharlesLauhoff Lauhoff Corp. Detroit, MI, UnitedStates
xiv Contributors
SteveLeusner Fields of Gold Consulting LLC, West Kingston, RI, United States
Harry Levine MorrisPlains,New Jersey,UnitedStates
Leon Levine Leon Levine Associates, Albuquerque,NM, United States
Edward J.Monahan General Mills Inc., Golden Valley, MN, United States
Alicia A.Perdon Kellogg Company(Retired), Battle Creek, MI, UnitedStates
KaisaS.Poutanen VTTTechnicalResearchCentreofFinlandLtd.,Espoo,Finland
Frank E. Pringle Deceased
CarolSaade Kellogg Company,Battle Creek, MI, United States
Aleida J. Sandoval Depto. de Tecnología de Procesos Biol(cid:3)ogicos y Bioquímicos,
Universidad Sim(cid:3)onBolívar, Caracas, Venezuela
Sylvia L. Schonauer Kellogg Company, Battle Creek, MI, United States; SSK
Consulting, LLC,Bellaire, MI, United States
LouiseSlade MorrisPlains,New Jersey, United States
Bradley Strahm Wenger Manufacturing,Sabetha, KS,UnitedStates
Paul Whalen Whalen Consulting,Elk River, MN, United States
Preface
Thethirdeditionofthisbook,BreakfastCerealsandHowTheyAreMade,isatribute
toRobertB.FastandElwoodF.Caldwell,whowerefirsttoputtogetherandcoedita
comprehensivetextbookonbreakfastcerealtechnologyin1990.Thisbookbecamean
invaluable reference to breakfast cereal developers and scientists in developing new
products andtroubleshooting problems inexistingcereal processes.
Integratingtheartofbreakfastcerealprocessingwithscienceisimportantinkeeping
upwithconsumerpreferencesandregulatoryrequirements.In2000,FastandCaldwell
publishedthebook’ssecondeditionandincorporatedtechnologicaladvancesandnew
information on nutrition and cereal science. The introduction of the food polymer
science approach in understanding changes occurring in grains during each unit
operation,suchascookingandtempering,helpedinoptimizingaswellasdeveloping
newprocesses.
Fast and Caldwell created a breakfast cereal “bible,” and it was a tallorder to put
togetherthebook’sthirdedition.Aseditors,wedecidedtokeepmostoftheinforma-
tion, included the authors who wrote them, and invited others to keep up with new
advances and learnings. We reorganized the chapters to reflect a more holistic farm-
to-fork approach. This is very critical in the current environment, where the market
isdrivenbychangingfoodhabitsandperceptionsdrivenbyarapidlyevolvingsocial
media.Consumerswantmoretransparencyonfoodsourcing,andgovernmentsglob-
ally are tightening regulations on nutrition and ingredient labeling. We added an
agronomy chapter and included more information in the environmental challenge
chapter to show the impact of breakfast cereals processing on environmental, social,
andeconomicsustainability.Wealsoincludedseveralchaptersandsectionsonfunda-
mental principles that are critical in producing high-quality, nutritious food while
maintaining cost-effective productioncapabilities.
Wearegratefultoalltheauthorswhoprovidedandreviewedthisbook’ssections
and chapters. A big thank-you to our families, who supported us throughout all the
planning, writing, editing, and virtual meetings that happened in thelast 3years.
Alicia A.Perdon
Sylvia L. Schonauer
Kaisa S. Poutanen
1
Breakfast cereals and how they
d
are made Introduction
AliciaA. Perdon1,a,Kaisa S.Poutanen2,Sylvia L.Schonauer1,3
1KelloggCompany,BattleCreek, MI, United States; 2VTT Technical Research Centreof
FinlandLtd.,Espoo,Finland;3SSKConsulting, LLC, Bellaire, MI, United States
Breakfast cereals global market
Breakfastcerealsareprocessedfoodtypicallyconsumedwithmilkandfruitasthefirst
mealoftheday.Theyaremanufacturedfromgrainssuchascorn,wheat,rice,oroats.
Theyareclassifiedintotwotypes:(1)ready-to-eatcerealssuchascornflakes,puffed
rice, puffed oats, and shredded wheat, which are consumed cold, and (2) hot cereals
that include oatmeal, hotwheat,and other grain products.
TheglobalbreakfastcerealsmarketwasestimatedtobeUS$37billionin2016and
is expected to grow to US$ 50 billion by 2023 (Breakfast Cereals Market, 2016;
BreakfastCerealsMarket,2018).ThelargestmarketisinNorthAmerica,withEurope
being the second largest. In 2016, North America had 59% of the breakfast cereals
market,whileEurope/MiddleEast/AfricaandAsiaPacifichad30%and11%,respec-
tively (Global Breakfast Cereals, 2017). In United Kingdom, the average daily pur-
chase of breakfast cereals in 2006e15 was 130g per day (Statista, 2018). It is
difficult to estimate an accurate number because the global cereals market includes
more than breakfast cereals, e.g., bars, porridge. Although consumption of breakfast
cereals is slowly declining in North America and United Kingdom, increased con-
sumption is expected, especially in Asia. Lifestyle changes, convenience, increase
in disposable income, and rising trend in consuming low calorie, high fiber food in
developingeconomiesareexpectedtodrivethisgrowth.Foodcompaniesareadjusting
theirproductformulationsandprocessestocomeupwithavarietyofbreakfastcereals
that match with local preferences. In Asia Pacific,product innovation centersaround
hotcerealswhicharepreferredovercoldcereals.Understandinghowdifferentgrains
performunderdifferentprocessconditionswillbethekeyinproducingproductsthat
consumers will like.
History
ThehistoryofbreakfastcerealscanbetracedbacktothegrueleatenbyancientGreeks
and has mirrored lifestyle changes throughout the centuries. In 1863, James Caleb
a Retired.
BreakfastCerealsandHowTheyAreMade.https://doi.org/10.1016/B978-0-12-812043-9.00001-1
Copyright©2020Cereals&GrainsAssociation.PublishedbyElsevierInc.Allrightsreserved.
2 BreakfastCerealsandHowTheyAreMade
Jackson, a religious health reformer and conservative vegetarian, ran a sanitarium in
upstate New York and believed illness was based on the digestive system especially
ofthosewhoconsumedalotofmeat.Hecreatedabreakfastcerealbybakinggraham
flourdoughintobrittlecakeswhichhethencrumbledandbakedagain.Hecalledthis
cerealgranulawhichwassohardtheyneededtobesoakedinmilkovernightbefore
consumption.Inlate1870s,Dr.JohnHarveyKellogg,whoalsorantheBattleCreek
sanitarium in Michigan, combined wheat flour, oatmeal, and cornmeal into a cold
cereal mixture, and also called this granula. After being sued by Jackson, Kellogg
renamed the cereal granola. C.W. Post, a former Kellogg patient, used the same
idea and created Grape-Nuts (Eschner,2017; Severson,2016).
In1898,Kelloggandhisbrother,WillKeith,accidentallyflakedwheatberriesand
marketedthecerealasGranoseFlakes.Willkeptexperimentinguntilheflakedcorn,
andthefirstbatchofCornFlakeswasmanufacturedin1906.Ataroundthesametime,
Alexander P. Anderson invented a process of making puffed rice by shooting rice
grains from a cannon. Quaker Oats acquired the gun-puffing method and introduced
the first puffed rice cereal in 1905.
Intheearly1900s,acerealmixturefeaturinguncookedrolledoats,driedfruit,and
nuts was developed by Dr. Maximilian Bircher-Benner for his hospital patients in
Switzerland. The mix was called Muesli and was originally served with orange juice
insteadofmilk. Muesli wasintroduced toGreatBritainasearlyas1926andbecame
one of themost popular breakfast cerealsin Europe.
An accidental spill of a wheat bran mixture onto a hot stove created Wheaties in
1925.ThiswasfollowedbyintroductionofRiceKrispies,RiceChex,andCheeriOats,
laterrenamed Cheerios.
Consumption of cereals as health food changed in 1939 when the first sweetened
cereal,RangerJoePoppedWheatHonnies,wasdeveloped.Fromthatpointforward,
sweetened cereals grew in popularity. After World War II, cereals consumption
increased with the advent of the baby boom, and sugar became a selling point.
Fruit-flavored cereals, such Fruity Pebbles, Froot Loops, and Trix, were introduced
in 1960s and1970s. This isalso the period when granola made itscomeback.
From 1990s to 2000s, breakfast cereals made a comeback as a health food and
component of a healthy lifestyle. Ingredients were highlighted as natural, organic,
gluten-free,andvehiclesforspecificnutrients.Productswerereformulatedtoincrease
the amount of fiber and whole grain while reducing salt, sugar, and fat (Gasparro,
2018). The challenges in these reformulations are managing the cost and efficiency
of production and, more importantly, maintaining the taste quality that consumers
expect.
Current status
The market leaders are innovating their product offerings to cater to the diversified
customerintereststhroughouttheworld.Thecurrentbreakfastcerealsmarketisdriven
bychangingfoodhabits, low-carbdietcraze,andconsumerswantingmore transpar-
encyinfoodsourcingandlabeling.Consumerperceptionisinfluencedbysocialmedia
BreakfastcerealsandhowtheyaremadedIntroduction 3
andtheInternet.Aholisticapproachfrom“farmtotable”isneededtoensureenviron-
mental,social,and economicsustainabilityismaintained along thefood chain.
Changing breakfast habits and demographics across the emerging economies are
acting as the major growth drivers for global demand of breakfast cereals. However,
thebreakfastcerealsmarketisexperiencingaslowdowningrowthintherecentyears
due to the increase in consumption of alternative breakfast items and inexpensive
breakfast options (Breakfast Cereals Market, 2017). Availability of other breakfast
optionsthatareperceivedfresherand/ormoreconvenient,suchaseggs,fruits,cereal
bars, toasts, andyoghurt, remains a keyfactor affecting cereals sales.
High commodity and energy cost along with a decentralized ingredient supply
scenario will remain a key challenge for the breakfast cereals industry. Nutritional
propertiesandhealthrelevanceareakeydrivingforce.Technologiesreducingsugar,
salt,orsaturatedfatsintheproductswhileaddingfiberandproteinwillalsoincrease
productioncost.
Inrecentyears,cerealcompaniessuchasKelloggandGeneralMillshavereversed
theirtrendinreducingsugarandgonebacktobasicsasconsumersareexpandingtheir
consumption to snacking and dessert. “Consumers of cerealsdchildren and adults
alikedcarelessaboutnutritionandmoreaboutfunflavors,rangeofcolors,andsweet
taste, according to market research firms and food company executives” (Gasparro,
2018).
Majormanufacturingcompaniesrecognizethevalueofbrandloyaltyandcustomer
preferences. They are catering to region-specific breakfast habits to promote their
products and increase their brand value. Strategic alliance including joint ventures,
mergers,andacquisitionsishappeningacrosstheindustrytoadaptwiththechanging
environment(Gasparro, 2018).
References
Breakfast Cereals Market by Product Type (Hot Cereals, Ready to Eat) e Growth, Future
Prospects,CompetitiveAnalysisandForecastto2016e2023.Published:December2016.
Report Code: 58270-12-16. Available at: http://www.credenceresearch.com/report/
breakfast-cereals-market.
Breakfast Cereals Market e Growth, Trends and Forecasts (2018e2023), December 2017.
Availableat:https://www.mordorintelligence.com/industry-reports/breakfast-cereals-market.
BreakfastCerealsMarketSize,Share&TrendsAnalysisReportbyProduct(RTE,HotCereal),by
DistributionChannel(Supermarket,E-Commerce,ConvenienceStore),byRegion,Vendor
Landscape, and Segment Forecasts, 2018e2025, March 2018. Report ID: GVR-2-68038-
111-5. Available at: https://www.grandviewresearch.com/industry-analysis/breakfast-
cereals-market.
Eschner, K., March 7, 2017. The First Breakfast Cereal, Granula, Had to Be Soaked before
Being Eaten. Available at: https://www.smithsonianmag.com/smart-news/first-breakfast-
cereal-granula-had-be-soaked-being-eaten-180962340/.
Gasparro,A.,April5,2018.ASpoonfulofSugarHelpstheSalesGoUp:CerealMakersReturn
tothe Sweet Stuff. Available at: https://www.wsj.com/articles/a-spoonful-of-sugar-helps-
the-sales-go-up-cereal-makers-return-to-the-sweet-stuff-1522937066.
4 BreakfastCerealsandHowTheyAreMade
Global Breakfast Cereals Market e High Demand for Convenience Food Drives Growth,
September 26, 2017. Available at: http://www.businesswire.com/news/home/
20170926005921/en/Global-Breakfast-Cereals-Market—High-Demand.
Severson,K.,February22,2016.AShortHistoryofCereal.Availableat:https://www.nytimes.
com/interactive/2016/02/22/dining/history-of-cereal.html.
Statista, 2018. Average Purchase per Person per Week of Breakfast Cereals in the United
Kingdom (UK) from 2006 to 2016/2017 (in Grams). Available at: https://www.statista.
com/statistics/284471/weekly-uk-household-consumption-of-breakfast-cereals/.