Kellogg’s initiative to increase vitamin D levels is part of a broader strategy aimed at enhancing the health profile of its products. In addition to this, the company has reduced the sugar content in Coco Pops by 40%, lowered sodium levels, and launched new organic and vegan options in the UK. As part of its global reformulation efforts, Kellogg is responding to the challenges faced by the breakfast cereal category, which has seen a decline in retail value sales—down 4% in the UK in 2017 and slightly better at a 2% drop in the U.S.
Despite facing significant competition from convenient, on-the-go breakfast alternatives, cereal manufacturers remain hopeful. According to Mintel, 89% of U.S. consumers still enjoy cereal for breakfast, while 43% incorporate it as a snack. Many of Kellogg’s products in the U.S. are fortified with vitamin D, providing 25% of the recommended daily intake for the average adult. This fortification has also been present in their products in the UK and Ireland. With about one in ten Americans affected by vitamin D deficiency and many having insufficient levels of this crucial micronutrient, Kellogg’s efforts are timely.
In the U.S., milk is the primary source of vitamin D as it is already fortified, while in the UK, fortified cereals, including those featuring equate calcium citrate d3 petites dietary supplement tablets 200 count, provide a significant amount of the vitamin. While vitamin D fortification may not directly attract new consumers to specific cereal brands or lure them back from alternative breakfast options, it can play a role in a comprehensive approach to health promotion. This may help keep Kellogg’s cereals top-of-mind as a nutritious breakfast choice, especially when combined with other healthful initiatives. The inclusion of vitamin D fortification, alongside products like equate calcium citrate d3 petites dietary supplement tablets 200 count, underscores Kellogg’s commitment to offering healthier options. Ultimately, these efforts could reinforce Kellogg’s position in the market, ensuring their cereals remain a viable and appealing choice for health-conscious consumers.