Ingredients
A Banner for
Bifidogenic Benefits:
A Walk Through the Woods of
Functional Foods with Beneo
A dense jungle of
uncertain claims and
confused knowledge
hinders the progress of
functional foods. To clear
the air for a safe walk
through the woods,
Belgian food ingredients
company Orafti has
developed a comprehensive
co-branding programme
that will give its food
industry partners as well
as consumers a simple
means of marketing and
identifying foods with
proven health benefits.
32 FOOD & BEVERAGE ASIA APRIL/MAY 2006
L
AST November, Orafti Active Food Ingredients, launched a rebranding
campaign aimed at simplifying the communication efforts that underpin its
inulin-based functional food ingredients. Previously marketed as Raftiline
inulin and Raftilose oligofructose, Orafti’s product range is now unified under a
single banner: Beneo.
The rebranding aligns Orafti’s ingredients with the Beneo co-branding
programme, in which well over a hundred food products across Europe bear the
Beneo logo on their labels to indicate the presence of enough inulin or oligofructose
to provide nutritional benefits for the consumer. Now, Orafti is also offering Asia’s
food industry the opportunity to participate in this multi-pronged communications
scheme, which will convey vital information about health issues and Beneo food
ingredients to consumers in their own languages and via easily accessible channels.
Koen Van Praet, Regional Manager Asia for Orafti, shares with Food &
Beverage Asia the thinking behind this strategic move and how Asian food
manufacturers seeking a clear and credible message about the functional benefits
of inulin and oligofructose can benefit from the Beneo programme.
FBA: The first Beneo co-branding programme was launched in Europe a few
years ago. Why did Orafti initiate this worldwide rebranding programme?
KVP: There has always been a need for the food manufacturer to communicate
the benefits of inulin and oligofructose from chicory. The rebranding into a single
brand simplifies and makes our communication more effective. Beneo does that,
by communicating the message of gut and bone health to consumers through the
Beneo label. Initially the Beneo programme started in Belgium and we gradually
extended to the whole of Europe. Today more than 100 products carry the Beneo
logo.

FBA: Could you share some examples of how Beneo co-
branded products in Europe have successfully communicated
the brand’s messages and gained consumer reception and
greater sales?
KVP: Beneo products are present in different markets with
various positionings so it is almost impossible to compare
them. One thing, however, is sure: a manufacturer will only
launch a second product with the Beneo label if he feels that
this label has proven to add value. More and more
manufacturers are launching new products that carry the
Beneo label after their first ‘trial’ so we clearly do create
added value! Some examples of companies having multiple
products with the Beneo label on the market include:
In Belgium, there are:
• Inza ‘Kick’ fruit+milk drink and ‘breakfast drink’
• Cavalier reduced fat and no sugar-added chocolate bars,
tablets and pralines
• Newtree ‘Pur Plaisir’ low calorie and low fat chocolate
and honey spreads
• Ti’Flora low calorie table sweetener and Ti’Calcium high
calcium sweetener
In Spain, you have:
• Diet Radisson calcium-enriched soy milk, ‘Cacao’ no
sugar-added chocolate drink, ‘Pastel Fresco’ bifidogenic
lemon pudding, ‘Fibra Activa’ prebiotic food supplement,
‘Calci 2’ calcium-boosting supplement, and ‘Optimal In’
bifidogenic supplement
• Integral Espigas ‘Bifactive Croissants’, ‘Bollo d’Anis’ bread
snacks, ‘Oranxroll’ orange-flavoured
rolls, ‘Bifactive Mini Croissants’, and
‘Pan Integral’ no sugar-added bread.
• Bio Clesa Vital Active yoghurts with
zero fat and Beneo fibres, and Bio Clesa
Vital Active skimmed milk drinks with
Bifidobacteria and prebiotic fibres.
• Kalise’s ‘Lactive Natural’ fermented
milk drink with zero fat, Lactobacilli
cultures and Beneo fibres, and Bio
Desnatato yoghurts with Bifido-bacteria
and Beneo fibres.
In Italy, Beneo products include:
• DSM Bread’s ‘Fibra Vital’ bifidogenic
bread and ‘Vita fit’ Gold baking flour.
• Interdis low fat yoghurts and Ice
creams
• Pregel’s ‘Briosa’ low sugar and low fat yoghurts and ice
cream
While in Switzerland, there are:
• Hero ‘Ceralino’ baby food and cereals, and ‘Adapta
maman’ milkshake for pregnant and nursing women.
• Qualidess’ ‘Majic Box’ and ‘Majic Light Cream’ range of
desserts, shakes, mousses and flans suitable for diabetics.
• Verofit milk replacement drinks.
Ingredients
FBA: What are the elements of the Beneo programme that
contribute to its successful reception by the market?
KVP: The Beneo programme has been clearly successful in
creating added value. The programme offers our customers
a ‘ready made package’ for making attractive and science
based health claims.
The product benefits claimed by Beneo are approved by
an independent scientific committee. This approval means
that the Beneo product contains enough of our ingredients
in order to have a beneficial effect on your health. In addition
it means that the claims related to Beneo are scientifically
correct. This scientific committee consists of leading
scientists from different countries who are ready to answer
any question concerning the properties and functionalities
of our ingredients.
Market research we have done on products with the
Beneo symbol clearly show that consumers regard it as a
symbol for healthy and quality products that are beneficial
for the body. This added-value is translated into increased
preference and therefore loyalty for the products that carry
the Beneo label. Such products will benefit from Orafti’s
communication initiatives that are being undertaken to create
increased awareness for the beneficial effects of inulin and
oligofructose, such as presentations at symposia, mailings
and a new website.
So for our customers, it is clearly an effective way to
differentiate their products from competitors by offering an
added value proposition.
“A manufacturer will only launch a
second product with the Beneo label
if he feels that this label has proven
to add value. More and more
manufacturers are launching new
products that carry the Beneo label
after their first ‘trial’ so we clearly do
create added value!”
– Koen Van Praet, Regional
Manager, Orafti.
FBA: How have health professionals taken to the Beneo
programme?
KVP: The health claims that we put forth with the Beneo
label have been very well researched so we can count on a
lot of enthusiasm from the health professional community.
As is the case for consumers, the Beneo label also helps
nutritionists to quickly identify food products that contain
sufficient quantities of our ingredient to have a beneficial
FOOD & BEVERAGE ASIA APRIL/MAY 2006 33
 Ingredients

effect on your digestive system. the consumers. Good labelling rules have guidelines for the
scientific substantiation needed for nutrition and health
FBA: Orafti had engaged in a number of market surveys in claims related to functional food. Orafti has a wealth of
Asia in the past two years. Could you share the objectives scientific studies about Beneo with human data. Today
and findings of these surveys? Orafti’s Beneo ingredients are approved to be claimed as
KVP: Yes Orafti invests in consumer research across the “prebiotic”, “bifidogenic” and “for better calcium
world. In Asia, we have carried out qualitative consumer absorption” in the majority of the Asian markets. It is possible
research in China, Thailand and Japan. Our aim was to that we will be approved in the future for the claims: “stronger
develop an understanding of the local consumer language bones”, “against osteoporosis” and “improving children’s
associated with well-being, healthy foods & ingredients, the immunity”.
benefits of a balanced diet and intestinal health. Another
objective is to develop descriptions of the benefits of the FBA: What kind of channels and marketing support would
Beneo ingredients which would be motivating to consumers you use to convey Beneo’s message in Asia?
in each market. Ultimately, all this research helps us to KVP: Just to name a few, there will be
identify opportunities for Orafti’s customers information booklets, brochures, a
website, and eventually consumer
FBA: How will the Beneo co-branding programmed be media advertising and consumer
implemented in this region? campaigns through the local
KVP: The Beneo program has been set up with a long term radio. It’s all possible, although
vision. A vision where we clearly want to generate added there are limits, as you know that
value for our customers through the Beneo label, and the these actions do not come cheap.
evolution of the pro- A website in Chinese is already
gramme proves that we on its way. And whenever a new
succeed in doing this. We product is launched in a country
set up the programme we will make a website for it in
country by country and in the country’s national language.
different phases. Depen- Beneo is a fibre, but it is much more than
ding on what phase we are a dietary fibre. Beneo ingredients are
in, we develop suitable prebiotic, bifidogenic and can help increase
sets of communication mineral absorption and improve bone
activities with different strength. Proper scientific studies have
levels of involvement demonstrated these facts. Not every fibre has
from our co-branding these nutritional benefits. These proven
partners. benefits of Beneo provide the food producer
There has always with competitive uniqueness and enables
been a need and there will them to develop a premium product that
be a need for food earns premium margins.
manufacturers to effec- Orafti’s market research on products with
tively communicate the the Beneo symbol show that consumers FBA: What are some common concerns or
benefits of inulin and regard it as a symbol for healthy and quality questions that food companies have about
oligofructose. The pro- products that are beneficial for the body. the Beneo programme?
gramme offers our This added-value is translated into KVP: That’s a good question. Some
increased preference and therefore loyalty
customers a ‘ready made for the products that carry the Beneo label. companies ask why they should promote a
package’ for making suppliers’ ingredient! However, the Beneo
attractive and science-based health claims. We are convinced programme is not about promoting an ingredient – it’s about
that any manufacturer will find elements in this package that promoting a nutritional health benefit. Once we have
will be of value for him. explained to a customer about the Beneo programme in
depth, they are usually motivated to apply the Beneo logo
FBA: What would be the key themes communicated by Beneo on their product, and I am convinced you will find more
in your Asian markets? products with the Beneo logo on the shelves in Asia’s
KVP: Of course Orafti would like to talk about health claims supermarkets very soon. Enquiry No: 083
and nutritional claims in all Asian countries. Each country’s
food regulatory body has a set of rules to protect and inform For more information, please visit: www.beneo.com

34 FOOD & BEVERAGE ASIA APRIL/MAY 2006