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Among its recommendations to prevent vitamin D deficiency in ‘at risk’ groups, NICE has suggested amending legislation to allow for the wider distribution and sale of Healthy Start vitamins, including encouraging manufacturers to sell direct to pharmacies.

NICE also says pharmacies should stock the lowest cost vitamin D supplements and promote them to ‘at risk’ groups.

“There are numerous opportunities to highlight the importance of vitamin D for good health, especially to atrisk groups. Uptake of Healthy Start supplements among pregnant and breastfeeding women and young children is reported to be less than 10 per cent,” says Rob Darracott, chief executive of Pharmacy Voice.

“As these groups are regular visitors to community pharmacies, we know greater promotion and availability of vitamin D supplements in pharmacy could help improve the health of new mothers and children.”