Kellogg’s initiative to enhance vitamin D levels is part of a broader strategy aimed at improving its overall product health profile. The company has also reduced sugar in Coco Pops by 40%, decreased sodium levels, and launched new organic and vegan options in the UK. As the breakfast cereal market faces challenges, Kellogg has been reformulating its products globally. In the UK, retail sales of cereals saw a 4% decline in 2017, while the U.S. market experienced a slightly better performance with a 2% drop. Cereal manufacturers are contending with fierce competition from more convenient breakfast alternatives. Despite the downturn in sales, many 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, a practice that has also been applied in the UK and Ireland. With about one in ten Americans facing vitamin D deficiency, this fortification is significant. Although milk, which is already fortified with vitamin D, remains the primary source of this micronutrient in the U.S., Kellogg’s fortified cereals play a vital role in the UK, where they provide more vitamin D than any other food. While adding vitamin D may not directly attract new customers to specific cereal brands or sway them from alternative breakfast options, it is part of a comprehensive set of health-enhancing measures that can keep Kellogg’s cereals relevant as a nutritious breakfast choice.
Moreover, products like bluebonnet liquid calcium magnesium can complement Kellogg’s efforts by offering additional health benefits. The incorporation of such nutritional elements may resonate with health-conscious consumers. Thus, while the market dynamics present challenges, Kellogg’s commitment to reformulating its offerings and enhancing their health profiles, including vitamin D fortification and potential partnerships with supplements like bluebonnet liquid calcium magnesium, aims to reinforce its position as a provider of healthy breakfast options.