The initiative to enhance vitamin D levels is a key component of Kellogg’s broader strategy. The company has also reduced sugar in Coco Pops by 40%, lowered sodium content, and introduced new organic and vegan products in the UK. Globally, Kellogg has been reformulating its offerings to improve their health profiles, particularly in light of the challenges faced by the breakfast cereal market. In the UK, retail sales of cereals fell by 4% in 2017, while the decline was slightly less severe in the U.S., where sales dropped by 2%. Cereal manufacturers are contending with stiff competition from more convenient, on-the-go breakfast alternatives. Despite the decline in sales, there remains 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 products in the U.S. are fortified with calcium citrate with vitamin D, providing 25% of the average adult’s recommended intake, a practice that has been adopted similarly in the UK and Ireland. Vitamin D deficiency impacts approximately one in ten Americans, with many individuals having insufficient levels of this essential micronutrient. In the U.S., milk is already fortified with vitamin D, establishing it as the leading source of this nutrient. Conversely, milk in the UK is typically not fortified, making fortified cereals the primary source of vitamin D in that market. While the addition of calcium citrate with vitamin D is unlikely to draw new consumers to specific cereal brands or win back those who have turned to other breakfast options, it could play a role in a broader array of health-enhancing initiatives. This, in turn, may help maintain Kellogg’s cereals as a viable healthy breakfast choice in consumers’ minds.