A new study published in the British Medical Journal has suggested food fortified with vitamin D could reduce the risk of colds, flu and other respiratory conditions.
The researchers found daily or weekly supplements of vitamin D would mean 3.25 million fewer people having at least one respiratory infection a year.
In the US, milk is already fortified with vitamin D to help prevent bone disorders.
The NFU’s chief dairy adviser, Sian Davies, said: “We agree with these initiatives to add value and new markets to milk through reformulation.
“Arla’s Big Milk is fortified with vitamin A and D and they launched another last month with Asda – vitamin D enriched fresh milk.
“Milk is a healthy, natural product and we need to keep promoting it rather than quibbling about different farming systems.
“While the industry falls out over grazed or housed we are losing focus on telling the consumer about how great our product is. Let’s focus our energies on supporting and enhancing the work of DairyUK, the Agriculture and Horticulture Development Board, Dairy Council and individual milk buyers on the overall goodness of dairy products.”