Sticking it where the sun don’t shine …

TakeAway: UK children get too little sunshine and, thus, have a vitamin D deficiency.  Kellogg sees  a market opportunity to boost sales by lacing their cereals with sunshine vitamin D

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Excerpt from AdAge: “Kellogg Sticks Vitamin D Where the Sun Don’t Shine”

In the cloud-filled U.K., children are apparently getting less sunshine than ever before as they spend more time inside.

Kellogg  with plans to fortify Rice Krispies, Coco Pops and other cereals in the U.K. with vitamin D, touting the addition of the “sunshine nutrient” as a way to combat rising incidents of rickets.

The company will boost its entire kids cereal line-up with vitamin D by the end of the year. Kellogg already put vitamin D in Corn Flakes, marking it with a brightly colored label on the top of each box, including a message that vitamin D “Helps to Build Strong Bones.”

“Parents who are worried about the risks of sun exposure are failing to encourage their children to spend time outdoors in the sunlight with a third not getting enough sun exposure to give them sufficient vitamin D.”

UK health experts are calling attention to the nation’s rising vitamin D deficiency problem. “Children are also spending more time inside on the computer, with 29% playing outside less than twice a week.”

Edit by ARK

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