Overcoming the barriers to maximise the commercial potential of vitamin D fortified dairy products in the United Kingdom

Other investigators

To be announced.

Description

Widespread vitamin D deficiency is well acknowledged. Thus, there is an urgent need to develop vitamin D fortified foods to guarantee the population to meet the recommended level for improving human health. The contribution of dairy products to vitamin D intake is not known in the UK because it does not have a fortification policy. Furthermore, there is a lack of knowledge about the barriers of consumption of vitamin D fortified dairy products as well as possible strategies to increase its consumption to increase vitamin D intake. The project aims to identify and overcome the barriers which limit the maximisation of the promotion and commercial potential of vitamin D fortified dairy products, especially for ethnic minority populations, and provide useful information for policy makers in the UK which currently lacks of a mandatory policy by i) A consensus workshop with experts in vitamin D fortified dairy products will be organised to review of the current issues for vitamin D fortified dairy products in the UK, including different perspectives from: bone health, ethnicity, production of vitamin D fortified dairy products, consumer marketing, industry and policy challenges; and ii) Undertaking a large UK consumer study (2,000 consumers), including ethnic minority populations about vitamin D.

Project keywords

(1) Vitamin D fortified dairy products (2) Consumer study (3) Vitamin D intake policy (4) Ethnic minority populations

Outputs

To be announced.

Email contact

s.j.guo@leeds.ac.uk