Kellogg's is to add vitamin D to breakfast cereals in a move to 'help avoid' the chances of youngsters getting rickets.
A survey by the company revealed 82 per cent of paediatric dietitians had seen a rise in rickets in youngsters in the past five years.
There was a 140 per cent rise in the number of children under 10 being admitted to hospital with the condition over eight years between 2001 and 2008.
Kellogg's will now add vitamin D to most of its cereal range, particularly brands such as Coco Pops and Rice Krispies which are aimed at children.
Alyson Greenhalgh-Ball, European nutrition director at Kellogg's, told the Daily Telegraph: "Healthcare professionals would like to see the introduction of a recommended daily intake [of vitamin D], so we are clear on how much vitamin D children need to avoid these health issues."
Health experts have welcomed the move, saying kids no longer get as much vitamin D from sunlight as previous generations did because of increased use of suncream.
Jacqui Lowdon, of the British Dietetic Association, told the Daily Mirror:
"If we can get vitamin D into food children like to eat, that's fantastic."
What do you think?
Do you approve of food manufacturers adding fortifying their products, or would you prefer to make the decision yourself?