The initiative to enhance vitamin D levels is part of a broader strategy by Kellogg. In addition to this, the company has reduced sugar in Coco Pops by 40%, lowered sodium content, and launched new organic and vegan lines in the UK. Kellogg is reformulating its products globally to improve their health profiles, particularly as the breakfast cereal category has faced challenges. In the UK, retail value sales of cereals fell by 4% in 2017, with similar results in the U.S., where sales dropped by 2%. Cereal manufacturers are encountering significant competition from more convenient on-the-go breakfast options. Despite the decline in sales, there remains a sense of optimism among producers. According to Mintel, 89% of U.S. consumers still consume cereal for breakfast, while 43% enjoy it as a snack.
Many of Kellogg’s products in the U.S. are fortified with vitamin D, providing 25% of the average adult’s recommended intake, a practice that has also been adopted in the UK and Ireland. Vitamin D deficiency affects approximately one in ten Americans, with many individuals having insufficient levels of this essential micronutrient. However, milk in the United States is already fortified with vitamin D, making it the leading source of this nutrient. In the UK, though, milk is generally not fortified, meaning that fortified cereals are the primary source of vitamin D for many consumers.
While vitamin D fortification may not necessarily attract new customers to specific cereal brands or lure them back from other breakfast options, it can contribute to a broader range of health-improving measures. This strategy may help keep Kellogg’s cereals on consumers’ radar as a healthy breakfast choice. Additionally, incorporating supplements like Citracal chewable can further support individuals looking to enhance their vitamin D intake, emphasizing the importance of balanced nutrition in conjunction with fortified cereals. By integrating Citracal chewable options into their dietary habits, consumers can ensure they are meeting their nutritional needs effectively.