From Vitamin D Mushrooms to fortified milks, why more food brands are fortifying and enriching their products
- Worldwide, more than two billion people have micronutrient deficiencies as they are not getting enough vital vitamins and minerals each day.
- Fortified foods enriched with vitamins and minerals are growing in popularity, and this surge is set to grow this year.
- M&S new Select Farms Vitamin B6 & D Chestnut Mushrooms (300g) contain four-times as much B6 as regular mushrooms.
- Celebrity nutritionist Rob Hobson suggests including fortified foods into your diet to boost your nutrient intake and support your overall health and wellbeing.
The ‘sunshine vitamin’ has become a major talking point this year, following recent news that vitamin D could be linked to a reduced risk of coronavirus.
Worldwide, more than two billion people have micronutrient deficiencies as they are not getting enough vital vitamins and minerals each day.1
As Brits are experiencing a renewed focus on health, there has been a growing trend for brands to enrich their products with key nutrients. In fact, the UK and Ireland Mushroom Producers are expanding their offering of high-quality, vitamin D enriched mushrooms without compromising on taste.
Fortified foods are those that have nutrients added to them that don’t naturally occur in the food. Whereas enriched foods mean the nutrients that were lost during the processing are added back in.2
Celebrity nutritionist, Rob Hobson, has partnered with the UK and Ireland Mushroom Producers to explain why more brands are enriching and fortifying their ranges with vitamins.
eight vitamin D enriched mushrooms can help us reach our RDA
Rob Hobson says, “As one of the only vegan and veggie friendly sources of vitamin D, British and Irish mushrooms are having their moment. In fact, just eight vitamin D enriched mushrooms can help us reach our RDA, while four medium-sized Vitamin B12 enriched mushrooms delivers 100% of your recommended intake.”
What’s more, supermarkets state the nutritious vegetable has become more popular over the last year, with sales increasing 40% year on year.3
From Soupologie recently introducing its vitamin D enriched soup trio, to Nomadic launching its vitamin D yogurts, more brands want to encourage shoppers to get enough essential nutrients in their diet, which has never been more important in the current climate.
British and Irish growers spent a year developing the latest M&S Select Farms Vitamin B6 & D Chestnut Mushrooms (300g), to contain four-times as much B6 as regular mushrooms.
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