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Kellogg Company has launched a new cereal under its Rice Krispies brand, Kellogg’s Rainbow Krispies, with each serving providing 20% of your daily intake of vitamin D. The cereal – which features a fruity flavour – comes in a new circular shape and contains eight grams of whole grains per serving. Each serving is fortified with nine vitamins and minerals, including calcium, potassium and vitamins C, B1, B2, B3, B9 and B12. Laura Newman, senior director of brand marketing at Kellogg Company, said: "At Kellogg, we love providing breakfast options that set families up for a great day. When we discovered six in 10 Americans want to add more Vitamin D to their diets, we knew infusing this key nutrient into a fun, delicious breakfast option would be a great way to solve this need.” The new cereal is available to purchase in retailers across the US, for an RRP of $4.99 per 11oz box and $5.99 per 17.8oz box.