With a growing number of ingredients claiming to provide healthy benefits, it’s getting more and more difficult for consumers to identify the health promoting ingredients in the foods they purchase everyday. ORAFTI Active Food Ingredients is looking to make the food marketer’s job a bit simpler by providing a consumer -friendly brand name, Beneo™ to help convey the health benefits of inulin.
December 16, 2005, Malvern, Pa. -- Up until now, the scientific and nutritional communities have recognized ORAFTI’s products generically as inulin and oligofructose. Food manufacturers have generally accessed them according to their proprietary brand names, Raftiline® and Raftilose®; and consumers in many parts of the world have come to recognize the health benefits of ORAFTI’s ingredients via the Beneo™ trademark on retail product labels.
Now the Beneo™ (key: bĕn-ē-ō) designation will officially unify all levels of ORAFTI’s marketing together to form a single, cohesive communications program that will allow ORAFTI’s overall message of better nutritional choices to be more readily recognized and understood by all concerned.
Beneo™ Benefits to Manufacturers
Food product manufacturers who incorporate Beneo™ ingredients into their products and chose to use the Beneo™ designation on their labels will have three major benefits.
First, it will provide the assurance of scientific credibility. A global independent scientific committee has reviewed and approved all the health messages ORAFTI asserts about Beneo™. This means ORAFTI’s health messages have gone through a scientific peer review process prior to being presented to food manufacturers. This allows the food marketer to use these messages with confidence.
Second, the latest research and benefits of Beneo™ ingredients are communicated worldwide to the scientific community via the Scientific Monitor, a newsletter published by ORAFTI. In addition, the Beneo™ website provides consumer-friendly information about Beneo™ and its health benefits in different languages. Also a variety of Beneo™ point-of-purchase brochures are available to aid in consumer communications.
Third, ORAFTI offers marketing support, including worldwide insights into the digestive health market based on our global consumer research conducted in this area. ORAFTI’s worldwide experience can also help ignite new ideas and perspectives for unique product opportunities and brand extensions.
Beneo™ Benefits to the Consumer
The Beneo™ label will continue to appear on the packaging of food and beverage products participating in the Beneo™ Program. This will continue to enable consumers to recognize products which offer real benefits for health and well-being.
The Beneo™ symbol not only indicates the presence of inulin and oligofructose, but also the premier quality of those ingredients and the assurance that they are present in sufficient quantities to provide the nutritional benefits as advertised.
There are already more than 100 consumer products in Belgium, Switzerland, Spain, Italy and several other European countries using the Beneo™ label to effectively communicate the benefits of inulin and oligofructose. The use of the Beneo™ logo and messaging will now be widened to the remainder of the world.
About The ORAFTI Group
The ORAFTI Group is a subsidiary of the Belgian agro-food group Raffinerie Tirlemontoise/ Tiense Suikerraffinaderij and is part of the ORAFTI/ PALATINIT Ingredients Group of Südzucker (Germany).
The ORAFTI Group produces Beneo™ inulin and oligofructose as well as Raftisweet® fructose syrups from chicory. ORAFTI Group's head office is in Tienen, Belgium. The company operates in more than 75 countries worldwide, with production units in Oreye (Belgium), Wijchen (Netherlands) and Wijgmaal (Belgium). The ORAFTI Group also includes REMY INDUSTRIES, a world-leading producer of rice starches, rice flours and rice proteins.
Tel: +32 16 80 13 01
Fax: +32 16 80 13 08
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101 Lindenwood Drive
Malvern, PA 19355