Food manufacturers bear the responsibility of providing accurate nutritional information for the products they produce. Consumers and health professionals increasingly request more detailed information beyond what is supplied on the &&Nutrition Facts'' panel. Providing this information is a complex process due to con"dential new product development and reformulation. Product reformulation regularly occurs for several reasons, including product improvement and #avor enhancement. This case study illustrates a major U.S. food manufacturer's experience with calcium forti"cation of children's cereals. Focus groups, modeling studies, and bioavailability tests were conducted prior to the products' introduction. Early dietary intake research determined that children's average daily calcium intake was declining and that no gender or age group over age nine met the new recommended daily intake of 1300 mg. Cereal was found to be an appropriate vehicle to fortify with calcium, in the form of calcium carbonate. Bioavailability of calcium in cereal was found to be equivalent to the bioavailability of calcium in milk. From this case study, one can observe the di$culty of providing detailed nutritional information when a product is in the reformulation stage of its life cycle.