The initiative to enhance vitamin D levels is a key component of Kellogg’s broader strategy. The company has also reduced sugar content in Coco Pops by 40%, lowered sodium levels, and launched new organic and vegan lines in the UK. Globally, Kellogg is reformulating its products to improve their health profiles, particularly as the breakfast cereal category has faced challenges. In 2017, retail value sales of cereals in the UK fell by 4%, while in the U.S., they experienced a slight decline of 2%. Cereal manufacturers are contending with significant competition from convenient, on-the-go breakfast alternatives. Despite the decrease in sales, there remains a sense of optimism among producers. A Mintel survey indicates that 89% of U.S. consumers still enjoy cereal for breakfast, while 43% consume it as a snack.
Many of Kellogg’s products in the U.S. are fortified with vitamin D3, providing 25% of the recommended daily intake for an average adult. This fortification has also been present in the UK and Ireland until now. Vitamin D deficiency affects approximately one in ten Americans, with many individuals having low levels of this essential micronutrient. In the U.S., milk is commonly fortified with vitamin D, making it the primary source of this nutrient. Conversely, in the UK, milk is generally not fortified, and fortified cereals are the leading source of vitamin D.
While vitamin D fortification may not necessarily attract new consumers to specific cereal brands or reclaim those lost to alternative breakfast options, it could play a role in reinforcing Kellogg’s cereals as a healthy breakfast choice as part of a comprehensive set of health-enhancing measures. Additionally, incorporating calcium citrate malate and isoflavone tablets into their product lines could further enhance the nutritional profile, appealing to health-conscious consumers. By emphasizing these health benefits, Kellogg aims to maintain its presence in the competitive breakfast market.