The initiative to increase vitamin D levels is part of a broader strategy by Kellogg. The company has also reduced sugar in Coco Pops by 40%, decreased sodium content, and launched new organic and vegan product lines in the UK. Globally, Kellogg has been reformulating its products to enhance their health profiles, particularly as the breakfast cereal market faces challenges. In the UK, retail sales of cereals fell by 4% in 2017, while the decline was slightly less severe in the U.S., with a 2% drop. Cereal manufacturers are contending with fierce competition from more convenient, on-the-go breakfast alternatives. Despite the downturn in sales, there is a sense of optimism among producers. According to Mintel, 89% of U.S. consumers still enjoy cereal for breakfast, and 43% consume it as a snack.
Many of Kellogg’s U.S. products are fortified with vitamin D, providing 25% of the recommended daily intake for an average adult, similar to their offerings in the UK and Ireland. Vitamin D deficiency impacts roughly 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 primary source of this vitamin in the country. In contrast, milk is generally not fortified in the UK, where fortified cereals are the leading source of vitamin D.
While vitamin D fortification may not directly attract new consumers to specific cereal brands or reclaim those who have turned to other breakfast options, it can be a part of a comprehensive health enhancement strategy. This approach can help keep Kellogg’s cereals in the minds of consumers as a nutritious breakfast choice. Additionally, incorporating a multivitamin with calcium citrate can complement this effort, emphasizing the importance of a balanced diet that includes essential nutrients. This connection can further reinforce the idea that Kellogg’s cereals are not just breakfast items, but integral components of a healthy lifestyle.