US cereal giant Kellogg has today (28 October) said it will add Vitamin D to its children’s cereal range in the UK to prevent rickets.
According to the British Dietetic Association (BDA), 82% of paediatric dietitians have seen an increase in cases of rickets in the last five years and 46% have seen cases of rickets in the last year alone.
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By the end of next year, Kellogg said Vitamin D will be added to cereals including Coco Pops, Coco Pops Rocks, Rice Krispies Multigrain and Honey Loops.
Vitamin D is already present in Kellogg’s Cornflakes, Special K and Coco Pops Choc N Roll and Mini Max, Ricicles.
Kellogg European nutrition director Alyson Greenhalgh-Ball said: “It’s important the Government takes this issue seriously and recognises the need for parents to be better informed about the risks of Vitamin D deficiency.
“Healthcare professionals would like to see the introduction of a recommended daily intake so we are clear on exactly how much vitamin D children need in their diet to avoid these health issues.”
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By GlobalDataVitamin D, also known as the sunshine vitamin, is said to help control the amount of calcium we absorb.
Jacqui Lowdon, chair of the Paediatric Group at the BDA, said: “Health professionals are increasingly aware that even mild vitamin D deficiency can be detrimental for long-term health. Its important that children are encouraged to get some sun exposure without sunblock, more foods are fortified with Vitamin D and supplementation is encouraged.”
However, Charlie Powell, director of the Children’s Food Campaign, expressed his concerns about the level of sugar still in cereals.
He said: “Simply adding vitamins to children’s cereals like Frosties and Coco Pops won’t magically transform a high-sugar breakfast into a healthy breakfast.
“Many junk food manufacturers use added vitamins and minerals to give a healthy spin to fatty, sugary or salty processed foods. Kellogg’s should help to promote genuinely healthy eating instead of using an added vitamin as yet another marketing opportunity for their sugar-laden products.”
