Cereal brand Kellogg's is planning to add vitamin D to all its children's breakfast cereals in a bid to help lower the alarming rise in rickets.
The creal brand's vitamin D move comes after it discovered that 82% of paediatric dieticians admit to seeing a rise in rickets among young children within the past five years.
The research by Kellogg's and Primary Care Trusts also found that the number of children diagnosed with rickets has increased by a staggering 140% between 2001 and 2009.
To add to this, health experts, such as consultant orthopadeic surgeon Professor Nicholas Clarke, from Southampton General Hospital, admit that 20% of children he sees have bone deficiencies.
Kellogg's added the 'sunshine vitamin' to its Corn Flakes, Ricicles and Mini Max cereals earlier this year but plan to make it a staple ingredient in all its children's cereals by the end of 2012. These include Rice Crispies and Frosties.
The cereal brand has previously been blasted for the high levels of sugar and salt present in popular cereals. They are hoping this latest move will help their breakfast cereals be seen as a healthier option for children.
However, eating cereal with vitamin D in isn't the only thing children need to boost their vitamin D intake. Experts believe parents should be encouraged to take further steps too.
"It is important children are encouraged to get some sun exposure without sunblock, more foods are fortified with vitamin D and supplementation is encouraged," Jacqui Lowdon from the British Dietric Association's Paediatric Group told the Daily Mail.
"Healthcare professionals would like to see the introduction of a recommended daily intake so we are clear on how much vitamin D children need to avoid these health issues," says Kellogg's European nutrition director, Alyson Greenhalgh-Ball.
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