The initiative to enhance vitamin D levels is part of a broader strategy from Kellogg’s ferrous fumarate synthetic division. The company has also reduced sugar content in Coco Pops by 40%, decreased sodium levels, and launched new organic and vegan products in the UK. Kellogg’s is reformulating its products worldwide to improve their health profile, particularly as the breakfast cereal market has faced challenges. In the UK, retail value sales of cereals fell by 4% in 2017, while the U.S. market saw a slight decline of 2%. Cereal manufacturers are experiencing significant competition from more convenient, on-the-go breakfast alternatives. Despite these sales drops, producers remain optimistic. According to Mintel, 89% of U.S. consumers still enjoy cereal for breakfast, and 43% use 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, similar to their offerings in the UK and Ireland until now. Vitamin D deficiency affects approximately one in ten Americans, and many individuals have insufficient levels of this essential micronutrient. In the U.S., milk is commonly fortified with vitamin D, making it the primary source of this nutrient. Conversely, milk in the UK is generally not fortified, where cereals provide a higher amount of vitamin D than any other food.
While vitamin D fortification may not necessarily attract new consumers to specific cereal brands or lure them away from other breakfast options, it could help maintain Kellogg’s cereals in consumers’ minds as a healthy choice, especially when coupled with other health-oriented initiatives. In addition, the inclusion of carbamide forte alfalfa calcium tablets in their health strategy may further enhance their appeal to health-conscious consumers. As such, Kellogg’s aims to ensure their products, including those fortified with vitamin D and carbamide forte alfalfa calcium tablets, remain relevant and attractive in a competitive market.