Kellogg's is to fortify all of its children's cereals in the UK in an attempt to reduce the prevalence of illnesses caused by vitamin D deficiency.
By the end of 2012, Kellogg’s children’s cereals including Coco Pops and Rice Krispies will contain vitamin D. Kellogg’s’ Coco Pops Choc n Roll, Mini Max and Ricicles have already been fortified.
The move follows new research by Kellogg’s and the British Dietetic Association which found that 94 per cent of paediatric dietitians believe that parents aren’t aware of the importance of vitamin D.
According to the survey, 82 per cent of paediatric dieticians have seen a rise in the number of cases of rickets in the last five years.
Last week the Feeding for Life Foundation, advised in its report, that commonly consumed food should be fortified to increase the levels of vitamin D in children.
Kellogg’s says that with the clocks going back this weekend and the subsequent reduced sunlight, it is important parents consider alternative ways to boost their children’s vitamin D intake.
Jacqui Lowdon, chair of the paediatric group at British Dietetic Association, said, ‘Health professionals are increasingly becoming 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.’
The move follows new research by Kellogg’s and the British Dietetic Association which found that 94 per cent of paediatric dietitians believe that parents aren’t aware of the importance of vitamin D.
According to the survey, 82 per cent of paediatric dieticians have seen a rise in the number of cases of rickets in the last five years.
Last week the Feeding for Life Foundation, advised in its report, that commonly consumed food should be fortified to increase the levels of vitamin D in children.
Kellogg’s says that with the clocks going back this weekend and the subsequent reduced sunlight, it is important parents consider alternative ways to boost their children’s vitamin D intake.
Jacqui Lowdon, chair of the paediatric group at British Dietetic Association, said, ‘Health professionals are increasingly becoming 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.’
