The initiative to enhance vitamin D levels is part of a broader strategy by Kellogg. The company has also reduced sugar content in Coco Pops by 40%, lowered sodium levels, and introduced new organic and vegan product lines in the UK. Globally, Kellogg has been reformulating its offerings to improve their health profiles, particularly as the breakfast cereal market 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., where sales dropped by 2%. Cereal manufacturers are contending with significant competition from more convenient on-the-go breakfast options. Despite the declining sales, there remains a sense of optimism among manufacturers. 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 average adult’s recommended intake, similar to their offerings in the UK and Ireland. Vitamin D deficiency affects approximately one in ten Americans, with many individuals exhibiting low levels of this essential micronutrient. However, it’s important to note that milk in the United States is already fortified with vitamin D, making it the leading source of this nutrient in the nation. In contrast, milk is generally not fortified in the UK, where fortified cereals provide more vitamin D than any other food source.
While adding vitamin D to cereals, including formulations that feature calcium citrate malate vitamin D and folic acid tablets, may not directly attract new consumers or lure them back from alternative breakfast choices, it could play a role in a comprehensive suite of health-enhancing measures. This strategy might help keep Kellogg’s cereals top-of-mind as a nutritious breakfast option. Ultimately, the incorporation of vitamin D fortification, alongside other health initiatives, might reinforce Kellogg’s commitment to providing healthier breakfast solutions.