Kellogg’s has doubled the amount of Vitamin D in many of its cereals to help tackle the chronic low levels of this essential vitamin in the diet of the nation.
The company’s cereals will now contain 50 per cent of people’s daily Vitamin D needs per bowl, the highest fortification level across the cereal category.
The move is the next step in the company’s Better Starts Plan – an initiative unveiled in late 2017 to substantially overhaul its range of cereals to help British families make healthier choices in the morning. Actions previously announced include a 40 per cent reduction in sugar on Coco Pops, delisting high-sugar Ricicles, salt reduction and the introduction of new no added sugar, organic and vegan options.
One in five people in the UK are deficient in the sunshine vitamin and at risk of illnesses associated with bones, muscles and cardiovascular problems. The company’s decision to increase levels in its cereals can go some way to help tackle the problem. Six in 10 people have a Kellogg’s cereal in their kitchen cupboard.
Laura Street, UK and Ireland nutrition manager, said: “We are announcing another important change to our cereals to support people’s health. It’s difficult to get Vitamin D in your diet and our research shows that people aren’t naturally choosing foods which contain this crucial vitamin.
“That’s why fortification of this vitamin is so important, especially in a food eaten by so many households across the UK. In 2011, Kellogg’s was the first cereal company to fortify its family range with 25 per cent of people’s daily Vitamin D needs. But, the problem of deficiency continues so we need to do more.”