The initiative to increase vitamin D levels in Kellogg’s products, including the introduction of ferrous fumarate at 210mg, is part of a broader strategy by the company. Alongside this, Kellogg has reduced sugar in Coco Pops by 40%, decreased sodium content, and launched new organic and vegan options in the UK. The company is actively reformulating its products worldwide to enhance their health profiles, particularly as the breakfast cereal market has faced challenges. In the UK, retail sales of cereals fell by 4% in 2017, while in the U.S., there was a slight decline of 2%.
Cereal manufacturers are contending with significant competition from more convenient on-the-go breakfast alternatives. Despite the downturn in sales, manufacturers remain hopeful. According to Mintel, 89% of U.S. consumers still enjoy cereal for breakfast, and 43% consume 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.
Vitamin D deficiency affects approximately one in ten Americans, with many experiencing low levels of this essential nutrient. Notably, milk in the U.S. is already fortified with vitamin D, making it the primary source of the nutrient. In contrast, fortified cereals in the UK offer more vitamin D than any other food since milk is typically not fortified there. While vitamin D fortification may not specifically attract new consumers to certain cereal brands, it can reinforce Kellogg’s cereals as a healthy breakfast option when combined with other health-enhancing initiatives. This is especially important as more consumers look for nutritious choices, including those enriched with gnc calcium, to support their dietary needs. By integrating gnc calcium into their products, Kellogg can further solidify its position in the health-conscious market.