Scientists have linked the causes of rickets, which can cause weak bones and bowed legs, to a lack of vitamin d. Kellogg&rsquos introduced vitamin d into its flagship kellogg&rsquos cornflakes brand earlier this year, and highlighted its introduction with a &lsquoflashonpack&rsquo label on the front of the cereal boxes.
Now it is adding vitamin d to coco pops and rice krispies and other children&rsquos cereals, which is also expected to be accompanied by an overhaul of its packaging. High incidents of rickets in children were commonplace before the 1930s but food fortification, sun exposure and supplementation policies led to a dramatic decline. However, with parents increasingly worried about exposing their children to sunlight, covering them in high spf creams, and kids generally spending more time indoors on computer games and watching tv, rickets is on the increase.
One study carried out by consultant orthopaedic surgeon processor nicholas clarke revealed more than 20 of children checked for bone problems in his clinic had significant deficiencies. Kellogg&rsquos said that children&rsquos cereals are in 82 of households so adding vitamin d to these cereals, the firm said that it will help boost &ldquolevels of the sunshine nutrient in the general diet.
