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.

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.

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.

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.

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.

The mushrooms were already high in the vitamin D, after the supermarket boosted its levels back in 20154.

Hobson adds, Shoppers want more from their everyday products. I think that healthy food and drinks fortified with vitamins, minerals and other functional ingredients will remain a priority for shoppers throughout 2021, as functional foods have now become a useful way to support their immune system amidst the pandemic.”