Kellogg’s adds vitamin D to cereals to prevent rickets

Kellogg’s Corn Flakes and Ricicles already contain vitamin D, but it will be added to Rice Krispies by March next year and will be in Frosties by September

Due to the rise of rickets - a condition which softens bones - among children over the past 10 years, Kellogg's is adding vitamin D to its kids cereals

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Brand Central

Kellogg’s has announced it will add vitamin D to its children’s cereals, to help prevent young people developing rickets.

A survey by Kellogg’s found that 82% of paediatric dietitians have seen a rise in rickets – a condition which softens bones – among young people in the past five years, with nearly half of them treating cases in the past year.

The number of children under 10 admitted to hospital with rickets jumped by 140% between 2001 and 2008, it found.

The company will add vitamin D to most of its cereals, especially those targeted at children, by the end of 2012.

Scientists have linked the causes of rickets, to a lack of vitamin D, which is normally absorbed into the body through sunlight. However, as more children spend time indoors watching television and playing computer games, their exposure to the sun has been reduced.

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