This article considers the reasons for, and the consequences of, vitamin D deficiency, which affects large numbers of young children. Despite extensive media coverage there appears to be a lack of awareness of the risks among parents and, in some cases, among health professionals. A strategy was developed in one city in the south west of England to counter continued poor uptake of vitamin supplements available through the Healthy Start scheme. The article concludes that pockets of good practice must be extended urgently to address the preventable effects of vitamin D deficiency.