Kellogg's, the world's largest breakfast producer, is to add vitamin D to all of its children's cereals in a bid to fight the growing number of rickets cases.
JFHC revealed the risks to children's eyesight of not playing outdoors, and the increasing number of hours children staying away from sunlight is a major factor in the 140 per cent increase in under-tens requiring hospital treatment for the bone disease.
Kellogg's started to add vitamin D to a number of their cereals, including Corn Flakes and Ricicles, earlier this year, but has now pledged to include 1.25mcg of the vitamin in 30g bowls of nearly all of their main children's cereals by the end of 2012.
Their European nutrition director, Alyson Greenhalgh-Ball, said: "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."
The move has been welcomed by a number of experts including the British Diabetic Association's Paediatric Group though Rufus Greenbaum of the Vitamin D Association warned that "it's impossible to get enough vitamin D from food alone."
Rickets is caused by a deficiency of vitamin D, calcium and phosphate and can lead to bone softening and bow legs in children.
There are already Department of Health guidelines in place for pregnant and breastfeeding mothers, young children and over-65s though they say that most other people should get enough vitamin D through a "balanced diet and some sun."
For more information on rickets go to www.nhs.uk/conditions/Rickets