Vitamin D deficiency is a significant health concern in Europe, with low circulating levels and inadequate dietary intake affecting a large portion of the population. Despite efforts by the food industry to fortify foods with vitamin D, intake remains insufficient, with only a small fraction meeting the recommended level. Vitamin D3, the preferred form for fortification, offers high stability and little sensory impact at low cost, making it an ideal candidate for inclusion in fortified foods. Recent studies have highlighted the importance of calcifediol to contributing to vitamin D in our diet. The calcifediol form has been used for years in animal feed to enrich eggs, milk etc. In some countries including the EU calcifediol has also been approved as safe novel food in food supplements. While awareness of vitamin D's benefits is relatively high among consumers, uptake of fortification by the food industry remains limited. However, voluntary fortification presents numerous opportunities to address deficiencies and communicate health benefits to consumers through on-pack claims. By leveraging the success of fortified dairy products and exploring fortification of other food categories, such as plant-based alternatives, the potential to increase vitamin D intake and improve public health outcomes is considerable. Overall, voluntary fortification offers more opportunities than downsides and represents a promising strategy for addressing widespread vitamin D deficiency in Europe.