Vitamin D Daily Recommendation Doubles

American Academy of Pediatrics: Step in the right direction


The Vitamin Shoppe ( applauds the new vitamin D guidelines published this week by the American Academy of Pediatrics (AAP). This revised guidance updates the previous recommendation intended to prevent a deficiency in vitamin D in infants, children and adolescents and incorporates decades of evidence that 400 IU of vitamin D per day not only prevents, but also treats rickets. The AAP concluded that new evidence also supports a potential role for vitamin D in maintaining innate immunity and preventing diseases such as diabetes and cancer.

"The Vitamin Shoppe supports this recommendation and believes that it is an excellent step forward in developing and protecting the health of our children and babies," said David Morrison, Vice President of Scientific and Regulatory Affairs at The Vitamin Shoppe. "The increase in minimum daily intake of Vitamin D from 200 IU to 400 IU will undoubtedly improve the health of our next generation."

The AAP included vitamin D supplementation for infants, children and adolescents in order to achieve the new levels. The Vitamin Shoppe has many options that allow families to put more vitamin D into their diet:

Vitamin D supplements

There are many types of vitamin D supplements, including infant drops, children's liquids, chewables, capsules, soft gels, and many combinations of vitamin D that also include calcium and other vitamins. Established brands such as Country Life, Carlson, Source Naturals and Schiff have vitamin D for every member of the family.

There are smaller versions of tablets like vitamin D dots from Twin Labs and micro-tabs from Weil Nutritional Supplements. A chewable form of vitamin D is also available in a peppermint flavor from the manufacturer KAL.

"Vitamin D deficiency is of particular concern to strict vegetarians and vegans because their diet lacks fish, eggs and milk, which are common sources of this essential nutrient," said Christiane Rivard, nutritionist for The Vitamin Shoppe. "Vegan vitamin D supplements that contain D2 are made without using any animal products."

Vitamin D is also available in liquid forms which may be another good option for families. Cod liver oil is a popular supplement and includes not only vitamin D, but omega-3 essential fatty acids. Popular brands now have flavors to make them more palatable including Carlson Laboratories The Very Finest Fish Oil lemon flavored which comes in adult and kid varieties, and Nordic Naturals in flavors like orange, strawberry, lemon, peach, and spiced apple. Liquid forms of the supplement allow consumers to put a dropper full of vitamin D into drinks like juice and smoothies or right into their mouth. Options include items like Nature's Life – Drop of Sunshine (200 IU per dropper) and Nature's Answer – Liquid Calcium & Magnesium with Vitamin D & Zinc (100 IU per dropper).

"Families should also check their daily multi-vitamin for the amount of vitamin D they are already consuming," continued Rivard. "This will help guide them to make the right decision for their family about how much vitamin D they need."

About Vitamin Shoppe Industries, Inc.

Vitamin Shoppe is a leading specialty retailer and direct marketer of nutritional products based in North Bergen, New Jersey. The company sells vitamins, minerals, nutritional supplements, herbs, sports nutrition formulas, homeopathic remedies, and other health and beauty aids to customers located primarily in the United States. The company carries national brand products as well as exclusive products under the Vitamin Shoppe, BodyTech, MD Select, and VS Basics proprietary brands. The Vitamin Shoppe conducts business through more than 370 company-owned retail stores, national mail order catalogs, and two websites, and

First Call Analyst:
FCMN Contact:

SOURCE: The Vitamin Shoppe

CONTACT: Susan McLaughlin, +1-866-921-4443,, of
Vitamin Shoppe; Jordan Fischler, +1-646-428-0604,,
of Allison & Partners for Vitamin Shoppe

Web Site: