USA- The US Food and Drug Administration (FDA) has given the greenlight to food companies to the fortification levels of vitamin D fortification in cereal-based category products.
The approval comes 3 years after Kellogg, a major player in the UK breakfast cereal category, petitioned the regulator to update guidelines for Vitamin D fortification for cereal products.
For Kellogg, adding vitamin D provides a beneficial, sought-after nutrient to products like cereal, which have long been dogged by a perception of unhealthiness and the new move could lead to a plethora of vitamin D-fortified innovations.
In a Federal Register notice, the FDA amended the food additive regulations to provide for the safe use of vitamin D3 as a nutrient supplement in fortified cereals and grain-based bars.
The amendment, which was published on January 5th, allows the addition of up to 560 International Units (IU) of vitamin D per 100 grams of cereal and up to 400 IU per 100 grams in grain-based bars.
Kellogg in a statement reiterated its commitment to addressing “hidden hunger,” that is the micronutrient deficiencies, through both inherent sources and fortification.
According to Kellogg, over 90% of Americans do not consume enough vitamin D. This results from insufficient levels from natural sources to provide the recommended intakes, creating a need for supplementation.
“Now, everyday foods, like cereal and grain-based bars, can go even further toward helping people access and consume Vitamin D, creating better days for 3 billion people by the end of 2030,” added Nigel Hughes, Kellogg Company’s Global R&D, and Innovation, SVP.
Recently, consumer awareness of the relationship between diet and health has led to a rise in demand for vitamin D-rich foods which are mostly associated with immune-boosting properties.
Further, during the Covid 19 pandemic, there were various studies on the role of vitamin D in protecting against the virus
For instance, a study published in Nature’s Scientific Reports highlighted that, vitamin D3 and vitamin D2 supplements reduced the risk of Covid-19 infection by 20% to 28%, respectively, and reduced the risk of death within 30 days by 33% and 25%.
As Kellogg’s aims to restore its market share in the cereal category after a disruptive period in late 2021 and early 2022, boosting healthy nutrients may be a way to differentiate its products from competitors.
It’s a strategy the company has adopted before when it added probiotics to several Special K cereal products in 2017 amid a period of sluggish sales.
For all the latest food industry news from Africa and the World, subscribe to our NEWSLETTER, follow us on Twitter and LinkedIn, like us on Facebook and subscribe to our YouTube channel.