Simon Brandt, R&D Lab Manager at Meurens Natural, discusses how cereal-based low sugar syrups are helping snack manufacturers move beyond simple reformulation targets
Sugar reduction remains one of the most pressing challenges facing snack manufacturers today, as brands balance evolving regulatory pressures with shifting consumer expectations around health, taste and transparency. While reducing sugar content is no longer a new concept, the conversation has moved on significantly in recent years. Today’s consumers are not simply seeking less sugar, but products that deliver a more nuanced sensory experience, with reduced sweetness, cleaner labels and greater ingredient authenticity.
This shift is particularly evident in categories such as cereal bars, biscuits and baked snacks, where sugar has traditionally played a multifunctional role – contributing not only to sweetness, but also to structure, texture, shelf life and overall product appeal. Reformulating these products without compromising on quality presents a complex technical challenge, requiring new approaches that go beyond simple substitution.
Cereal-based ingredients are emerging as a compelling solution in this space, offering both functional and sensory advantages. By delivering natural flavour complexity alongside the technical benefits typically associated with syrups, they enable manufacturers to rethink how sweetness and structure are achieved in modern snack formulations.
In this interview, we speak with Simon Brandt, R&D Lab Manager and Product Engineer at Meurens Natural, to explore how its low sugar cereal syrup solutions are helping manufacturers navigate the challenges of sugar reduction, while meeting the growing demand for clean label, flavour-forward snacks.
Sugar reduction continues to be a major focus for snack manufacturers. What trends are you currently seeing in the demand for lower sugar ingredients in products such as cereal bars, biscuits and baked snacks?
Beyond simple sugar reduction, we see a clear shift toward lower sweetness perception in snacks. Consumers want products that feel more balanced, less cloying, and more aromatically complex, even in traditionally sweet categories. As a result, manufacturers are increasingly looking for ingredients that can reduce sugar without increasing sweetness, while still bringing natural flavour depth. Cereal based low sugar syrups fit this trend perfectly: their naturally rich, grain derived notes support the creation of more modern, flavour forward snack profiles.
Meurens Natural is known for its cereal based syrups. How are your low sugar syrup solutions helping snack producers reduce sugar levels while maintaining sweetness and functionality?
Our low sugar cereal syrups allow manufacturers to significantly reduce total sugar while preserving the essential functionalities expected from a syrup like binding, texture, colour development, and process stability. They offer a naturally softer sweetness, enabling brands to align with the emerging ‘sweetness reduction’ trend while maintaining consumer acceptance. In addition, their distinct cereal derived flavour signatures provide an aromatic complexity that refined sugar solutions cannot deliver. This combination of lower sugar, lower sweetness perception and richer taste makes them ideal for modern snack reformulation.
Reducing sugar in snack products can often affect texture, binding and shelf life. What formulation challenges do manufacturers face when lowering sugar, and how can cereal syrups help address these issues?
When sugar levels are reduced, formulators often face challenges such as weakened binding, softer textures, reduced water activity control, and less robust Maillard reactions. Our cereal based low sugar syrups help close these gaps thanks to their balanced carbohydrate structure, which maintains cohesion, chewiness and processing stability. Their broader molecular profile supports viscosity and bake stability, contributing to reliable shelf life. And because they bring a naturally milder sweetness alongside richer cereal notes, manufacturers can reduce sugar without creating an unbalanced taste profile.
From a technical perspective, what advantages do cereal based low sugar syrups offer compared with more traditional sugar reduction approaches?
Many sugar reduction approaches rely on high intensity sweeteners or refined carbohydrate blends, which often introduce formulation issues such as excessive sweetness or lack of bulk. Cereal based low sugar syrups take a different path by providing functional carbohydrates, natural viscosity and strong process behaviour without overshooting sweetness. Because they are minimally processed and naturally cereal derived, they offer an intrinsic aromatic depth that enhances the overall taste profile. This makes them both a technical and a sensory solution for next generation snack development.
