BENEO™ Label Takes Latin America By Storm

February 24, 2010 - (Morris Plains) - BENEO-Orafti’s BENEO™ Label is taking Latin America by storm with about 30 products launched featuring the BENEO™ Label since 2006. This growth of products carrying the BENEO™ Label throughout Latin America demonstrates the global appeal of the program.

The BENEO™ Label Program, which first began as a joint European-led initiative between food manufacturers and BENEO-Orafti in Belgium, is designed to communicate the health benefits of Orafti® inulin and oligofructose (prebiotic ingredients), through the use of one easy-to-understand quality label. The label provides a product with a recognizable symbol that indicates to consumers that the product contains a sufficient amount of Orafti® inulin or oligofructose to support a scientifically proven health claim.

The BENEO™ Label was originally created to provide customers with a wide variety of tools to maximize their market knowledge, including scientific data, marketing insights and messaging research, and also include their products in a global communication package. Its aim has always been to translate scientific findings into an understandable and appealing language.

BENEO™ Program goes Latino

Since the launch of the BENEO™ Label, over 380 products have been launched bearing the BENEO™ Label in 33 countries, showing just how much the program has grown following its launch in Belgium over nine years ago.

In the last 12 months, BENEO-Orafti has seen a large increase in the number of products launched in Latin America across a wide range of categories. Some of the new products include Fibralac Milk for Adults from Costa Rica, and Wickbold ‘Estar Bem’ breads and Doces de leite (milk jam), both from Brazil, to name but a few.

New product launches from around the world As the BENEO™ Program has grown, so has the number of products launched around the world. Here is a sampling of some of the latest product launches:


SIGMA (Private label): Probiotic Yogurt Drink (Apple & Kiwi, Cereals)


Nutricare: three new ranges of meal replacers: Gama Alta Proteína, Bizcochos, Postres


Groupe Minoteries: Balance bread enriched in fiber, with prebiotic effect

Czech Republic

SOJO: Prebiotic Soy Drink (Pineapple, Strawberry)

Platscom: Vitela low fat sour whey drink with probiotics and prebiotic fiber


Unicurd: High Fiber Inulin Tofu Dessert


Royal Faithful: Fiber Land High Fiber Ice Cream


3 food supplements launched in July 2009: Slimmez Fruit Juice Collagen, Mytrimmix Fat Loss Nutrition and Youth powerhouse BioLive Collagen


Nutritional Specialities: Life’s Basics Meal Replacement, rich in fiber


Sao Lourenco: Doce de Leite, spreadable milk jam and in tablets

Wickbold: Eastar Bem white light bread and oat bread with flaxseeds

Costa Rica

Dos Pinos: Cre-C complementary and alimentary liquid and powder preparations based on milk for children over 1 year, with prebiotics Dos Pinos: Fibralac skim milk enriched in fiber for adults


Nutrial: Dietetic ice cream

BENEO™ Label goes digital

To further communicate the benefits of the BENEO™ Label and to highlight details of these successful launches, BENEO-Orafti has revamped its website to make it even more dynamic.

The new website, which currently receives over 15,000 visitors each month, has an improved structure to make it more user-friendly. This includes a ‘News’ section that provides users with an overview of the latest promotional activities as well as all the BeneoDigest newsletters sent to databases of consumers in different countries and a restricted area dedicated specifically to health professionals that provides further nutritional and scientific information to those in the health profession. The new website is now available to view in 25 countries and in 15 different languages, including the most recent addition in Serbian, Slovenian and Turkish.

With more consumers than ever looking to the internet for information, BENEO-Orafti has decided to increase its digital presence on social media sites such as Facebook. The BENEO™ Label now has its own dedicated Facebook page to educate consumers on the BENEO™ Label and drive awareness of the program still further.

Tim Van der Schraelen, Marketing & Communication Manager at BENEO-Orafti comments: “We’re pleased to see that the BENEO™ Label is going from strength to strength. With products now being launched in over 33 countries, it is clear to see that the BENEO™ Label is being embraced all around the world. Our new website and the BENEO™ Label Facebook page provide us with the opportunity to increase awareness of the program and communicate the benefits it can bring to food and drink producers and consumers alike. Our excellent knowledge and understanding of the functional market and consumer behavior allows us to provide a quality of service that is second to none, enabling us to guide partners who are looking to improve existing products or develop new ones.”

To find out more about the BENEO™ Program or how to become a partner please visit or go to the BENEO™ Label Facebook page.

About BENEO-Orafti

BENEO-Orafti is part of the BENEO-Group, a division of the Südzucker Group that specializes in functional ingredients. BENEO-Orafti is the world leader in the production and sale of food ingredients derived from chicory. The company's Orafti® inulin and oligofructose products have been scientifically proven to improve the balance of the body’s intestinal flora by stimulating our own beneficial bifidobacteria, helping the body to absorb more essential nutrients, such as calcium, from our diet.

Orafti® ingredients can be the basis for well-balanced food products that improve digestive health and the feeling of well-being. With a head office in Tienen, Belgium, BENEO-Orafti operates in more than 75 countries and has production units in Oreye (Belgium) and Pemuco (Chile).

For further business information, please contact:

[email protected]

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