LONDON — The Kellogg Co. announced it is doubling the amount of vitamin D in a number of its ready-to-eat cereals in the United Kingdom, a move designed to tackle the low levels of the essential vitamin in consumers’ diets.
The effort is part of Kellogg’s “Better Starts Plan,” an initiative launched in late 2017 to significantly overhaul the company’s cereal lineup. Previously, Kellogg announced a 40% reduction in the sugar content of Coco Pops, the phaseout of Ricicles, and the introduction of no added sugar, organic and vegan options.
As part of its latest move, Kellogg said it will reformulate certain cereals to contain at least 50% of an adult’s daily vitamin D requirements. The company will increase vitamin D levels in Coco Pops Original, Rice Krispies (original), Frosties, Corn Flakes, Crunchy Nut Corn Flakes and Special K Original in the first quarter of 2018. In the third quarter of 2018 the company will reformulate Bran Flakes, Sultana Bran, Rice Krispies, Fruit n Fibre, Rice Krispies Multi-Grain Shapes, and in the first quarter of 2019 all other varieties of Coco Pops, Disney cereals, Krave and Honey Loops will get a makeover.
“We are announcing another important change to our cereals to support people’s health,” said Laura Street, nutrition manager for Kellogg U.K. and Ireland. “It’s difficult to get vitamin D in your diet and our research shows that people aren’t naturally choosing foods which contain this crucial vitamin.“That’s why fortification of this vitamin is so important, especially in a food eaten by so many households across the U.K. In 2011, Kellogg’s was the first cereal company to fortify its family range with 25% of people’s daily vitamin D needs. But, the problem of deficiency continues so we need to do more.”