News
Adding vitamin D to wheat flour would prevent 10 million new cases of vitamin D deficiency in England and Wales over the next 90 years, say researchers at the University of Birmingham.
The researchers say overhauling existing public health policy to introduce the mandatory fortification of vitamin D in wheat flour would not only be cost saving but would significantly reduce the burden on the NHS by preventing 25% of the estimated 40 million new cases of vitamin D deficiency over the coming 90 years.

Furthermore, offering free vitamin D supplements to targeted groups of the population – including children, the elderly and Black and Asian Minority Ethnic (BAME) risk groups – would prevent an additional 8% of new cases of vitamin D deficiency over the next 90 years. Therefore, the combination of wheat flour fortification and targeted supplementation would in total prevent 33% (13.2 million) of cases of vitamin D deficiency, the researchers concluded.
They concluded that fortifying flour with vitamin D alone would save the public purse £65 million by reducing demand for healthcare and treatment for vitamin D deficiency and its complications. Meanwhile, they projected that adding vitamin D to flour would cost just 12 pence per person per year.
The research, published in European Journal of Clinical Nutrition, was funded and led by the University of Birmingham’s Institute of Applied Health Research and Institute of Metabolism and Systems Research.
Vitamin D is essential for skeletal growth and bone health, and deficiency can lead to rickets, soft bones, bone pain, and muscle weakness. Previous research led by the University of Birmingham has shown that, in extreme cases, vitamin D deficiency in babies and children can cause seizures or heart failure as a result of a lack of calcium.
Dietary sources of vitamin D are limited. The main natural source is through exposure of skin to sunlight. However, sun screen use, air pollution, indoors lifestyles, and wearing full body clothing can all reduce exposure to sunlight and lead to vitamin D deficiency. Dark skin produces far less vitamin D than white skin, and from October to April in the UK there is insufficient ambient ultraviolet sunlight to produce healthy levels of vitamin D in all ethnicities.
Those particularly at risk of vitamin D deficiency are older adults, and those of BAME origin. However, vitamin D deficiency is common in many populations across the world, regardless of ethnicity.
Most countries have adopted policies to increase their population’s intake of vitamin D. In the UK, multivitamin supplements containing vitamin D are recommended to all children aged up to four, pregnant women and breastfeeding mothers and are provided free-of-charge to those in low-income households. In addition, infant formulas and spreadable fats are fortified with vitamin D. Other foods, including breakfast cereals and milk substitutes, are commonly fortified.
In the UK, the average daily vitamin D intake is below the Reference Nutritional Intake of 400 IU per day, and 20% of adults and 16% of children aged between 11 and 18 years are estimated to be deficient in Vitamin D.
Dr Magda Aguiar, who carried out the research at the University of Birmingham, said: “While both supplements and fortified foods are important sources of vitamin D for the UK population, evidence suggests current UK supplementation polices are not working.”
“Addressing vitamin D deficiency in the UK requires a multi-disciplinary approach and preventing conditions that are the consequence of deficiency would save the NHS money to the extent that it would more than compensate for the money needed to implement flour fortification at a national level.”
Dr Aguiar, now at the University of British Columbia, added: “We now hope that UK policy makers will consider a new national policy to fortify foods such as wheat flour with vitamin D to address this serious health issue. This will lead to significant benefits for the population, particularly the most vulnerable groups.”
She said that a similar national food fortification policy in Finland has reduced vitamin D deficiency from 13% to 0.6% in the population.
Meanwhile, the Birmingham researchers’ latest analysis showed that the optimal way to prevent vitamin D deficiency would be to combine flour fortification with offering vitamin D supplements to key groups.
They proposed a new UK strategy to add 400IU of vitamin D per 100g of flour, while also offering free vitamin D supplements at a dose of 400IU for children aged up to 18, as well as doses of 800IU for all those aged over 65. This, they estimated, would cost £250 million over 90 years – equivalent to 38p per person.
Professor Emma Frew, of the University of Birmingham’s Institute of Applied Health Research who is partly supported by the National Institute for Health Research, said: “We have provided compelling evidence that a new strategy is not only safe but would also improve vitamin D intake, which in turn would enhance the health of millions in England and Wales.”
“Most previous research into strategies to improve population vitamin D intake have focused only on supplementation programmes, which are generally expensive and not sustainable in the long term.”
“Our study showed that, even though supplements are still a viable option for those at a higher risk, food fortification strategies should be prioritized as a response to the rising prevalence of vitamin D deficiency, as it is a safe and cost-saving option.”
The study is said to be the first to provide evidence on the health and economic impact of preventing vitamin D deficiency as well as being the first to compare a supplementation programme with flour fortification.
Set Ingredients Network as a 'Preferred Source' to get quicker access to the news you value.
30 Sep 2026
Zero-sugar, functional, and indulgent sodas are redefining what a carbonated soft drink can offer in today’s evolving market.
Read more
28 Sep 2026
Startup accelerator programme Breakout Wellness UK is partnering with retail major Holland & Barrett to propel eleven extraordinary startups into growth.
Read more
24 Sep 2026
The functional ingredient creatine is gaining traction in the food and drink industry, as brands ramp up production investment and explore new applications.
Read more
18 Sep 2026
Nestlé says it is committed to “taking all necessary steps to protect its rights” after Russian authorities take temporary control of its operations in the country.
Read more
17 Sep 2026
Nutraceuticals continue to gain ground across the Middle East and Africa with vitamins, probiotics, and functional drinks doing particularly well, says Euromonitor.
Read more
15 Sep 2026
Discounter retailer Lidl has raised concerns about healthy and sustainable eating habits across Britain, spotlighting how affordability remains a barrier for consumers.
Read more
10 Sep 2026
Will the US dietary guidelines change the way Americans eat, swapping ultra-processed foods for whole foods? We asked Dr Barry Popkin, renowned nutrition and obesity researcher.
Read more
9 Sep 2026
Food fraud is costing the UK economy up to £2 billion (€2.3 billion) every year although the food sector is more “resilient” than others, according to a recent study.
Read more
4 Sep 2026
Many consumers in the Middle East and Africa are now proactively engaged in health and wellness, looking to integrate better habits and products into their daily lives, say experts.
Read more
3 Sep 2026
WK Kellogg has announced an accelerated timeline to eliminate all artificial colours and the chemical preservative, BHT, across its full US portfolio of cereals and cereal packaging.
Read more