UK health products firm offers prebiotic cereal

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Related tags: Dietary fiber

Britannia Health Products, the company set up to market the evening
primrose oil brand Efamol, is introducing a range of breakfast
cereals containing Hi-maize prebiotic resistant starch.

The Australia-made line, sold under the Vogel's brand, also includes soy isoflavones, vitamin E, calcium and folic acid and linseed.

Hi-maize resistant starch, developed by National Starch-owned Penford Australia, is included in a number of bakery products in Australia, including some cereals. It is less well-known in Europe but increasing awareness of gut health and the value of prebiotics could boost the ingredient's profile.

Market analysts Frost & Sullivan predict annual growth of 9.7 per cent for the European fructan market (the main source of prebiotic ingredients currently on the market), making them worth €179.7 million by 2010.

The new products are available in selected branches of Waitrose and in health stores throughout the UK.

Britannia Health​ is part of the Forum Bioscience Group, a distributor of life science ingredients.

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