The first comprehensive multivitamin liquid containing 10mg of vitamin D targeted at children aged between four and 12 years old has been launched.
More than 4,500 cases of vitamin D deficiency were diagnosed in NHS hospitals in 2013/14, while more than 500 rickets sufferers were admitted to hospital during the past 12 months.
The Public Health Guidance, published by the National Institute for Health and Care Excellence (NICE), recommends pharmacists proactively raise the importance of vitamin D supplements with at-risk groups.
Vitabiotics Wellkid Multi-vitamin is the first children’s supplement to incorporate 10mg of vitamin D based following the latest recommendations made by the UK Scientific Advisory Committee on Nutrition.
Robert Taylor, senior vice president at Vitabiotics, said: “The children’s supplement market is in rapid growth as more parents are aware of official Department of Health advice and issues such as the return of rickets and lack of vitamin D in children regularly hit the media.
“Liquid supplements sometimes contain a small number of ingredients, missing many important vitamins and minerals, but we felt it was very important for our Wellkid Liquid to be both great tasting and comprehensive, so pharmacists can recommend it with confidence.”
Continuous development of bones, muscles, blood and the brain mean that children have a high nutrient requirement compared to their body size.
The newly-launched liquid includes a range of 15 vitamins and minerals as well as Swiss Alpine malt.
Taylor said: “Based on a review of the UK liquid infant supplements, Wellkid Multi-vitamin Liquid was the most comprehensive liquid, backed up by our own audit of UK competitors.”