The initiative to enhance vitamin D levels is part of a broader strategy by Kellogg. In addition, the company has reduced sugar in Coco Pops by 40%, decreased sodium content, and launched new organic and vegan lines in the UK. Globally, Kellogg has been reformulating its products 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 decline was slightly less severe in the U.S., with a 2% drop. Cereal manufacturers are experiencing intense competition from more convenient, on-the-go breakfast options. Nevertheless, despite the sales downturn, manufacturers remain hopeful. According to Mintel, 89% of U.S. consumers still enjoy cereal for breakfast, and 43% consume it as a snack.
In the U.S., many of Kellogg’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 until now. Vitamin D deficiency affects approximately one in ten Americans, with many having insufficient levels of this micronutrient. It’s worth noting that milk in the U.S. is already fortified with vitamin D, making it the leading source of this nutrient in the country. Conversely, milk in the UK is generally not fortified, where fortified cereals supply more vitamin D than any other food source. While vitamin D fortification may not specifically attract new consumers to certain cereal brands—or reclaim customers from alternative breakfast options—it can contribute to a broader array of health-enhancing measures. This strategy may help maintain Kellogg’s cereals in consumers’ minds as a healthy breakfast choice, particularly when considering the calcium citrate effects that can enhance nutrient absorption, further benefiting overall health. The incorporation of these health-focused changes, including the calcium citrate effects, could reinforce the perception of Kellogg’s cereals as nutritious options in a competitive market.