Fortified bread targets children in US

X-treme Wheat, the second in a line of children's bread products, claims to combine the "soft texture kids love with the nutrition mums want."​

The two breads are marketed as being a functional food- products that provide health benefits beyond basic nutrition. They claim to be a good source of calcium, fibre and nine vitamins and minerals, including folic acid and iron.

Calcium requirements for children aged between four and eight are estimated to be about 800mg per day. George Weston Bakeries claims its new bread line contains almost four times that of normal bread, or 110mg per slice. Its fibre content is placed at 1.5g per slice, or 14.5 per cent of the daily recommended intake for children.

"We developed X-treme Breads to provide a healthier alternative to white bread that still appeals to children,"​ said Fran Strazzella, the company's vice president of marketing.

Rival company Sara Lee also has a kid-friendly bread product on the market. The company claims its Iron Kids brand has become the leading bread for children in the US.

Again, the product is marketed as being a good source of calcium, fibre and nutrients, with the softness and taste of white bread.

In the UK, Warburtons is this month launching Riddlers, a cheese spread-filled roll targeted at children. The roll is part of the company's All In One brand, white bread products that contain the wheat germ of wholegrains.

The company says its Riddlers product contains 2.8g of fibre per roll, and 179mg of calcium, or 22 per cent of the Recommended Daily Allowance (RDA).

Hovis, another leading UK bakery recently launched a crustless white bread aimed at children who only like the soft part of a loaf.

In terms of market value, children's products contribute about €14-15bn to the overall €700bn food and drink market in Europe.