The initiative to enhance vitamin D levels is part of Kellogg’s broader strategy. The company has also reduced sugar in Coco Pops by 40%, decreased sodium, and launched new organic and vegan product lines in the UK. Globally, Kellogg has been reformulating its products to improve their health profiles, particularly as the breakfast cereal market has faced challenges. In the UK, retail sales of cereals fell by 4% in 2017, while the decline was slightly less severe in the U.S., at 2%. Cereal manufacturers are contending with intense competition from more convenient, on-the-go breakfast alternatives. Nevertheless, despite the drop in sales, manufacturers maintain a positive outlook. According to Mintel, 89% of U.S. consumers still eat cereal for breakfast, and 43% enjoy 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, a practice that has also been prevalent in the UK and Ireland until now. Vitamin D deficiency affects approximately one in ten Americans, with many individuals having insufficient levels of this essential micronutrient. Interestingly, milk in the United States is already fortified with vitamin D, making it the country’s primary source. In contrast, milk in the UK is generally not fortified, with fortified cereals serving as the leading source of vitamin D.
While vitamin D fortification might not directly attract new consumers to specific cereal brands or lure them back from alternative breakfast options, integrating it into a broader range of health-enhancing initiatives could help reinforce Kellogg’s cereals as a nutritious breakfast choice. Additionally, the molecular weight of calcium citrate, often used to fortify cereals, plays a crucial role in enhancing the nutritional profile of these products. By focusing on the molecular weight of calcium citrate and its benefits, Kellogg can further emphasize the health advantages of its cereals, helping to keep them relevant in the minds of health-conscious consumers.