Breakfast cereal giant Kellogg's attempts to add vitamins and minerals to products have been rejected in Denmark, despite such fortification of its products in the United Kingdom.

The Danish Veterinary and Food Administration (DVFA) turned down an application from the company, saying the levels proposed could pose a risk to consumers.

Kellogg's insists fortification of its products was not new and that it had done so in other countries, including the U.K., for many years.

The company asked the DVFA to add iron, calcium, vitamin B6 and folic acid to 12 cereals and six cereal bars.

A spokeswoman for the DVFA said, "We have done an evaluation, and based on what Danish people eat and the amount of vitamins and minerals they already consume, we think it would have a high impact.

"The amounts proposed could be harmful to general health or food safety.

"If they put in less than they proposed, it may be otherwise."

According to the spokeswoman, consumers in Denmark already follow advice on taking vitamins and minerals as supplements.

A Kellogg's spokesman in the U.K. said, "There are no issues about people eating our cereals.

"They are well within the recommended daily allowances for vitamins and minerals, and they have been within those regulations ever since we launched 70 years ago."

He said the company would go back to the Danish authorities with additional information.