Lots of researches have been carried out in relation to the increasing number of rickets cases in UK and Kellogg’s has taken out solution to this problem as well. It would be adding vitamin D to some of their popular products namely Rice Krispies, Coco Pops and Frosties.

Rickets occur due to deficiency of vitamin D and before adding vitamin D to their component list, Kellogg’s conducted a research in which they found that from 2001 to2009, rickets cases in the country increased by 140%.

Another research carried out by Professor Nicholas Clarke, who is orthopedic surgeon at Southampton General Hospital, revealed that almost 20% children, out of the total he diagnosed at his clinic, suffers vitamin D deficiency.

Clarke affirmed that though there awareness level is rising, “We continue to see children, possibly with increased frequency, with vitamin D deficiency and insufficiency in the clinic and my review is that vitamin D inclusion in cereal is essentially a good idea given the pathology we are seeing”.

Even dieticians and doctors were of the view that they have seen drastic increase in rickets, and as much as 82% of the paediatric dieticians were of the same view.

Kellogg’s is promoting their product on the basis that with change in climate, UK would witness long nights and short days with less exposure of sun. Therefore, in order to cover up the deficiency of vitamin D, one should include it in their kid’s diet and what better than Kellogg.

Kellogg’s’ European Nutrition Director, Alyson Greenhalgh-Ball said the company has always tried to incorporate important nutrients and vitamins in their products. Earlier, they introduced Folic acid in their products in 1980.

2012 would witness Kellogg’s having vitamin D in various products, including Rice Krispies and Honey Loops.