Kellogg’s to fortify household favourites such as Rice Krispies with Vitamin D to help combat sun shy Britain’s deficiency in essential nutrient
TO help tackle the growing issue of illnesses relating to vitamin D deficiency, such as Rickets1, Kellogg’s is adding vitamin D to all of its kid’s cereals2 in the UK.
With the clocks going back this weekend and reduced sunlight, its important parents consider alternative ways to boost their children’s Vitamin D intake.
New research released today shows that 94 per cent of Paediatric Dietitians3 feel that parents aren’t aware of the importance of vitamin D in the diet.
Worryingly a further 82 per cent of Paediatric Dietitians surveyed have seen an increase in cases of Rickets in the last five years and 46 per cent say they have seen cases of Rickets in the last year alone.
While PCT statistics show that the number of children younger than ten admitted to hospital with rickets was 140 per cent higher in 2009 than in 20015
A recent study carried out by consultant orthopaedic surgeon Professor Nicholas Clarke at Southampton General Hospital showed more than 20 per cent of children checked for bone problems in his clinic had significant deficiencies.
Professor Clarke comments: “Although we have seen an increase in awareness of rickets as a condition, it does not seem to have reduced the prevalence of vitamin D deficiency in the population we treat and that is of great concern.
“Our study showed that Vitamin D deficiency does not occur in any particular ethnic minority or social depravation group. It’s something that affects all demographic groups.”
It’s important that everyday, commonly eaten foods are fortified in order to have an impact on children’s Vitamin D levels in the diet. Kellogg’s children’s cereals are in 82 per cent of households so by adding vitamin D to these cereals, Kellogg’s will be helping to boost levels of the sunshine nutrient.
Currently there isn’t a recommended nutritional intake (RNI) of Vitamin D for children over 5 because it is assumed they will get enough from sunlight.
However with parents increasingly worried about exposing their children to sunlight, covering them in high SPF creams, and kids generally spending more time indoors on computer games and watching TV, Rickets is on the increase.
Jacqui Lowdon, chair of the Paediatric Group at British Dietetic Association comments: “'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.”
Health care professionals currently recommend supplements for children under five but less than one6 per cent of parents give their child a Vitamin D supplement.
Alyson Greenhalgh-Ball, European nutrition director at Kellogg’s said: “What’s worrying is that Rickets is the extreme end of the scale and many more children will be suffering from Vitamin D deficiency which can lead to other health problems.
“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.”
Kellogg’s has a long history of fortifying its cereal of with essential vitamins. Folic acid was added to Kellogg’s cereals in the 1980s to address the problem of neural tube defects. The FSA has identified breakfast cereals as an important contributing factor to the decreased incidence of Spina Bifida.
For more information on Vitamin D visit www.vitamindawareness.com
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For more information please contact the Kellogg’s press office on 0161 869 5500.
Notes to editors:
1. Rickets affected two thirds of infants prior to the 1900s but almost died out in the late 1930s when various measures were taken by the government to safeguard health. 83 per cent of Paediatric Dieticians have seen an increase in Rickets in the last 5 years and a study in Southampton by Professor Nicholas Clarke showed 20 per cent of children had signs of Rickets.
2. By the end of 2012 Vitamin D will be added to the following Kellogg’s cereals: Coco Pops, Coco Pops Moons & Stars, Coco Pops Rocks, Coco Pops Moons and Stars and Rice Krispies, Rice Krispies Multigrain and Honey Loops. We’ve already added Vitamin D to Kellogg’s Cornflakes, Special K and Coco Pops Choc N Roll and Mini Max, Ricicles.
3. Survey for Kellogg’s in July with 120 British Dietetic Association (BDA) Paediatric Dieticians.
4. . Research by Opinion Matters with 1033 UK parents in June 2011.
5. Freedom of Information responses from 70 PCTs. The responses refer to the number of patients admitted to hospital with rickets, not the number diagnosed with or treated for rickets by their GP.
6. National Diet and Nutrition Survey (Rolling Programme) 2011.
What is Vitamin D?
Vitamin D is known as the sunshine vitamin because our skin can produce vitamin D from the sun’s ultra violet light (UVB). It helps control the amount of calcium we absorb and is important for the development of strong bones.
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