Beneo was launched in 2000 to communicate the benefits of Orafti's prebiotic products, Raftiline and Raftilose, to consumers. It is now established in three European countries - Belgium, Switzerland and Spain. The programme is run as a co-operative initiative with food manufacturers to communicate the health message to consumers.
In Belgium, chocolate makers Barry Callebaut, New Tree and Cavalier have all launched products with the added Beneo ingredients, including Callebaut's chocolate snack, Mix Hagelslag/Granulés and its Matinettes chocolate squares, both aimed at children. Beneo is said to help the body to absorb more calcium from the diet and is therefore a suitable option for growing children.
Also aimed at children is Inza Kick!, a combination of milk and fruit, while Switzerland's Wander has added Beneo to its infant Céralino range of baby products, including bottle feed and cereal in various flavours and Adapta Maman, a milk shake for pregnant and breast feeding women.
In Spain, Clesa has added the ingredient to yoghurts and a skimmed milk. Vital Active contains Beneo, fibres and vitamins A, D and E and the symbol can also be found on Lateria Merano yoghurt, in Italy.
Orafti is currently one of the top three prebiotic companies in Europe, which account for 70 per cent of the market. The European fructan market is valued at $87 million and is set to grow at a rate of 9.7 per cent, according to a new Frost & Sullivan report.