“Today’s change in the F.D.A. regulation will allow American bakers to claim their products as ‘high,’ ‘rich in’ or ‘excellent’ sources of vitamin D, giving them one more tool at their disposal to reinforce the contribution bread can make in a healthy diet,” Lallemand said Aug. 29. “At that level, a health claim linking the vitamin D and calcium to help reduce the risk of osteoporosis will also be allowed. In order to make that claim, the baked good is required to contain a minimum of 20% of the Recommended Daily Intake of vitamin D and calcium per serving of stated size.”
A recent Angus Reid survey conducted in the United States for Lallemand found nearly 50% of American consumers believe that vitamin D plays a great role in maintaining or improving their health and more than 50% of consumers say they would prefer to buy bread that is naturally rich in vitamins than to buy bread that is fortified with vitamins.
