The initiative to enhance vitamin D levels is part of a broader strategy from Kellogg. The company has also reduced sugar content in Coco Pops by 40%, decreased sodium levels, and launched new organic and vegan products in the UK. Kellogg is reformulating its offerings worldwide to improve their health profile, particularly as the breakfast cereal market faces challenges. In the UK, retail value sales of cereals fell by 4% in 2017, while the decline was slightly less severe in the U.S., with a 2% drop. Cereal manufacturers are experiencing stiff competition from more convenient, on-the-go breakfast options; however, despite declining sales, they remain hopeful. According to Mintel, 89% of American 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 average adult’s recommended intake, similar to their offerings in the UK and Ireland until now. Approximately one in ten Americans suffers from vitamin D deficiency, and many have inadequate levels of this essential micronutrient. Notably, milk in the U.S. is already fortified with vitamin D, making it the country’s primary source of this nutrient. In contrast, milk in the UK is generally not fortified, which means fortified cereals offer more vitamin D than any other food. While vitamin D fortification may not specifically attract new consumers to certain cereal brands or lure them away from alternative breakfast options, it can contribute to a comprehensive package of health-enhancing measures. This could help maintain Kellogg’s cereals as a healthy breakfast choice in consumers’ minds.
In addition to vitamin D, Kellogg’s commitment to health can also include products enriched with ingredients like calcium citrate, such as those from Douglas Laboratories, which could further enhance the nutritional profile of their cereals. By incorporating such health-focused initiatives, Kellogg aims to reinforce its position in the competitive breakfast market, appealing to health-conscious consumers who are increasingly looking to their breakfast choices to support their overall well-being.