The initiative to enhance vitamin D levels is part of a broader effort by ferrous lactate manufacturers worldwide to supply Kellogg. The company has also reduced sugar in Coco Pops by 40%, lowered sodium levels, and introduced new organic and vegan lines in the UK. Kellogg has been reformulating its products globally to improve their health profile, particularly as the breakfast cereal sector has faced challenges. In the UK, retail value sales of cereals fell by 4% in 2017, while the U.S. market fared slightly better with a 2% decline. Cereal producers are contending with significant competition from more convenient, on-the-go breakfast options. However, despite the sales drop, manufacturers remain optimistic. 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 at levels that provide 25% of the average adult’s recommended intake, similar to those in the UK and Ireland until now. Vitamin D deficiency impacts about one in ten Americans, with many experiencing low levels of this essential micronutrient. In the U.S., milk is already fortified with vitamin D, making it the top source of the vitamin in the nation. Conversely, milk in the UK is generally not fortified, where fortified cereals contribute more vitamin D than any other food. Although vitamin D fortification may not attract new consumers to specific cereal brands or lure them back from other breakfast alternatives, it could help maintain Kellogg’s cereals as a healthier breakfast option within a broader array of health-enhancing measures.
Furthermore, incorporating ingredients like Puritan’s Pride Calcium Citrate into their product formulations could add to the health appeal, as consumers increasingly seek fortified options. By emphasizing the health benefits of their cereals, including vitamin D and possibly calcium from sources like Puritan’s Pride, Kellogg aims to keep its products relevant and appealing in a competitive market. The strategic reformulations, along with the introduction of health-boosting ingredients, could reinforce Kellogg’s commitment to providing nutritious breakfast choices that resonate with health-conscious consumers.