- UK-based Dina Foods has launched a Mediterranean stone-oven baked flatbread Tannour, fortified with vitamin D and proteins, targeting nutrition and immunity demands with the staple product.

“Following COVID-19, the health advice was that people needed to boost their immunity with vitamin D, and doing so through our diet is an easy way of achieving this. On the back of this health drive, Dina Foods decided to focus on boosting some of the range with vitamin D,” Wilda Haddad, assistant general manager and project director at Dina Foods, tells NutritionInsight.

“The versatile flatbread was launched in response to the growing demand for quick and healthy meal-time solutions,” says Haddad.

Reformulation effortsThe bread aims to combine taste and nutrition, meeting consumer demands for healthier staples. (Credit: Dina Foods)
The COVID-19 pandemic drove an increased health awareness among consumers, and home-baked products fortified the trend of increasing nutritional value in bread.

“The bread boasts several health claims such as its a source of protein; low in sugar; suitable for vegetarians, and has no added artificial colors or flavors. The bread is also rich in vitamin D,” Haddad explains.

Haddad adds that the high protein levels are from dried skimmed milk, and the increased vitamin D levels originate from vitamin D yeast.

The launch comes as the UK government aims to restrict the in-store promotion of foods high in fat, sugar and salt (HFSS) from October 2022.

“The current HFSS legislation is an ideal time to re-formulate and add more nutritional benefits while keeping the flavor the same. Consumers are willing to adjust to taste as long as it’s not vastly different to gain more benefit,” Hadad notes.

“Don’t over-process. Most suppliers have an agenda to re-formulate their recipes to add more nutrients and give the consumer added benefits to their products.”

Enriched with vitamin D
Vitamin D levels have previously been claimed to regulate melatonin, the sleep hormone. If lacking vitamin D, sleep quality may be disturbed. 

Additional health benefits from the vitamin are to boost the immune system, wher increased demand has also been seen during the COVID-19 pandemic. When combined with vitamin K2, previous studies have shown benefits for bone health.

Experts flag underconsumption as German researchers have claimed vitamin D to have the potential to reduce cancer deaths annually. Yet, there are also dangers of over-consumption, as scientists have flagged vitamin D overdose.

Previously, Waddad commented on the increased consumer interest in maintaining a balanced diet. She added that “healthier ingredients are important for the reduction in saturated fats, salt and sugar contents and the increase in fiber.”