Kellogg’s initiative to increase vitamin D levels is part of a broader strategy to enhance its product offerings. The company has also reduced sugar content in Coco Pops by 40%, cut sodium levels, and launched new organic and vegan products in the UK. Globally, Kellogg is reformulating its products to improve their health profile, particularly as the breakfast cereal segment faces challenges. In 2017, retail value sales of cereals in the UK fell by 4%, while the decline was slightly less severe in the U.S. at 2%. Cereal manufacturers are confronting significant competition from 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 practices in the UK and Ireland until recently. Vitamin D deficiency impacts approximately one in ten Americans, with many individuals having insufficient levels of this micronutrient. Notably, milk in the U.S. is already fortified with vitamin D, making it the leading source of this nutrient in the country. In the UK, however, milk is typically not fortified, and fortified cereals contribute more vitamin D than any other food. Although vitamin D fortification alone is unlikely to draw new consumers to specific cereal brands or reclaim customers from alternative breakfast options, it could play a crucial role in a comprehensive health-focused strategy. This approach might help position Kellogg’s cereals as a healthy breakfast choice in the minds of consumers, especially when combined with additional benefits like 950 mg calcium citrate, which supports bone health. By emphasizing these health enhancements, Kellogg aims to keep its products relevant and appealing in a competitive market.