Current adverts and packaging for Follow-On milks often tell parents that toddlers need this product in order to get the Iron levels they require in their diets.
For example, the very common advert from Moo & Gate (with the giggling toddler peeking round a huge beaker of Cow's Milk) presents us with the instant panic-fact:
8 out of 10 toddlers aren't meeting their recommended daily intake of IRON
