M&S to launch first Vitamin D enriched bread
20 April 2015
In a bid to help consumers get enough vitamin D in their diet, M&S has taken what it describes as “an industry leading step”.
Every loaf of bread and bread roll in the M&S bakery range will now be made with yeast that naturally produces vitamin D, providing a minimum of 15% of the daily requirement in two slices, making it easier to include vitamin D in the daily diet. Vitamin D is generally only added to breakfast cereals and sometimes yogurts and drinks. This is subsequently the first time it has been added to bread.
The vitamin D is added to M&S bread by giving the yeast used to make the bread exposure to UV light. This naturally increases the Vitamin D content of the yeast which in turn is transferred into the bread when it is made.
Claire Hughes, M&S head of Nutrition and Science said the retailer wanted “to make it as easy as possible for our customers to increase their intake” of Vitamin D, without having to change their usual diet to get an additional intake of the vital vitamin.
Claire Severgnini, chief executive of the National Osteoporosis Society, welcomed the move, pointing out that “sadly many people are lacking” in Vitamin D, which “can lead to osteoporosis and other health complications”.
The vitamin D bread will launch into M&S stores from the start of June. The retailer sells 70 different types of bread, from sliced white bloomer to super seeded rolls. The bread will be labelled on the back of the pack to explain the Vitamin D enrichment.