The Beneo brand already appears on the packaging of more than 100 finished products containing Orafti's inulin and oligofructose ingredients, sold in Belgium, Switzerland, Spain, Italy and other European countries. But the ingredients have historically been known to the industry under their proprietary brand names, Raftiline and Raftilose.
According to the company, the plethora of ingredients making healthy claims on the market today means that formulators have a hard job in identifying those that best meet their needs.
In particular, prebiotic ingredients, which boost the growth of beneficial probiotic bacteria in the gut, are increasingly being added to foods. The insoluble fibers are stable in a wider variety of applications than the better known probiotic bacteria - currently limited to chilled products.
According to Frost & Sullivan, sales of prebiotics in the US were $15 million in 2003 and the market is expected to soar to $103.2 million by 2010.
Although most of the research on prebiotic activity has so far been limited to inulin, other ingredients are now being marketed for gut health. And still more ingredients may have prebiotic properties not yet identified.
"The unification and streamlining of our branding, combined with our extensive scientific, marketing, applications and regulatory expertise and capabilities, will provide food manufacturers with a clearer message and an overall easier purchasing decision for the future," said Christine Nicolay, marketing and communications manager.
At a consumer marketing level the Beneo logo and brand message it encapsulates will now be extended to product packaging throughout the world.
"It will take about five years before we know whether this program is successful, but we intend to continue doing it," VP sales and marketing Dominique Speleers told NutraIngredients.com earlier this month.