Beneo ends two-year prebiotic price freeze
It said inflation over the past two years couple with energy and materials costs involved in the harvest of the source material – chicory root in Belgium and Chile.
In a statement, Dominique Speleers, commercial managing director at Beneo-Orafti said of the price rise: “Taking into account the security of supply, the product quality, the service and support we provide as well as the technological and nutritional benefits of our active fibres, we are convinced that we continue to offer very good value for money.
Such a move will also allow us to further satisfy ever increasing quality standards and demand for our products.”
Sudzucker-owned Beneo Group has long-communicated the importance of quality in supply, that often meant premiums on functional foods at the retail end of the spectrum.
The firm has researched markets like the UK, Spain, Germany, France and the US, and found consumers there were willing to pay preomium for functional products that delivered – even in recessionary times.
Relevant functional foods
Asked to rate various ingredients, consumers listed ‘protects your heart’, ‘keeps your digestive system healthy’ and ‘reinforces natural defences’ along with calcium absorption most highly.
“The results show that there is still a strong and very profitable market for those looking who create relevant functional foods,” said Tim Van der Schraelen, Beneo-Orafti marketing and communication manager, at the time the research was published in 2010.
“Not only has this new consumer research provided Beneo-Orafti with a valuable consumer insight tool that is helping the company plan future product developments, but it can also be used by the company’s business partners to develop attractive food concepts that appeal to a wide range of potential consumers.”
In the US, 79% of all respondents were more likely to buy a well-known cereal product that had a suggestion of a calcium benefit – with 60% prepared to pay more.