Kellogg's adds vitamin D to Kids cereal to fight rickets

Kellogg’s is adding vitamin D to all of its children’s cereals in response to an alarming resurgence of rickets in a move supported by shine on Scotland .

The food giant hopes the move will ‘help avoid’ the bone-softening condition, which can cause youngsters to develop bowed legs.

Rickets is caused by a lack of vitamin D – which the body absorbs from spending time in the sun or eating foods such as oily fish and eggs – and it was largely eliminated in Scotland after the Second World War.

However, 82 per cent of paediatric dietitians have seen a rise in cases in the past five years, research published today shows. And nearly half have seen cases in the last year, according to the survey by Kellogg’s.

At the same time, the company’s research among Primary Care Trusts found that the number of children under ten admitted to hospital with rickets leapt by 140 per cent between 2001 and 2009.

Doctors say they are seeing a rise in cases because children are generally spending more time indoors on computer games and watching TV. At the same time, many parents worry about exposing their children to sunlight – with the risk of skin cancer – and cover them in high-protection creams.

It will be in Rice Krispies, for example, by March, and Frosties by September.

The move is welcomed by health experts. Jacqui Lowdon, of the British Dietetic Association’s Paediatric Group, said: ‘It is important children are encouraged to get some sun exposure without sunblock, more foods are fortified with vitamin D and supplementation is encouraged.’  

Consultant orthopaedic surgeon Professor Nicholas Clarke at Southampton General Hospital said: ‘Vitamin D inclusion in cereal is essentially a good idea given the pathology we are seeing.’

European nutrition director at Kellogg’s, Alyson Greenhalgh-Ball, said: ‘Healthcare professionals would like to see the introduction of a recommended daily intake so we are clear on how much vitamin D children need to avoid these health issues.’

The company is keen to be seen as a champion of children’s health after criticism by shine on Scotland for the relatively high levels of sugar and salt in many products.

Ryan Mclaughlin, founder of shine on Scotland, said “Many people in this country will not be exposed to sufficent sunlight throughout the year and it is also difficult for children to obtain enough Vitamin D to develop healthy bones through foods that have vitamin D alone.

“Supplements and fortifying foods, such as breakfast cereals, which is found in 82 percent of households, will play an important role in boosting levels of this sunshine nutrient.

Kellogg’s is therefor making a bold move by adding Vitamin D to its cereal and highlighting the fact that vitamin D needs to be more accessible in people’s diets.

A spokesperson for Kellogg’s congratulated Ryan and said ” for a brand like Kellogg’s to implement such a move is testiment to your hard work on raising public awareness with your campaign “.

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• WHO statement on Vitamin D supplementation during Pregnancy (shineonscotland.org.uk)