Beneo (tm) prebiotics launch new consumer branding intitiative in the UK

Beneo(tm), a leading natural prebiotic, has launched a new consumer branding initiative in the UK to help consumers understand prebiotics and explain their nutritional properties within products.

Consumers can now recognise that a product contains Beneo(tm) prebiotics in sufficient quantities through the use of the Beneo(tm) logo included on the packaging. This logo signifies that the product complies with guidelines set by an independent scientific committee and ensures that there is enough Beneo(tm) to improve digestive health.

With the knowledge that over a third of Britain's population regularly suffers from digestive illnesses such as IBS and constipation*, and that doctors are prescribing over £650 million worth of drugs a year to combat them**, natural solutions such as Beneo(tm) prebiotics are becoming increasingly beneficial in improving the health of the digestive system.

Beneo(tm) is a dietary fibre, naturally occurring in the chicory root and extracted via steam to produce a fully soluble powder. Beneo's(tm) two product families; inulin and oligofructose actively work to aid the well-being of the digestive tract by stimulating the growth of the indigenous probiotic flora, bifidobacteria in the large bowel.
Due to Beneo's(tm) 100% natural promise, it is suitable for diabetics, coeliacs, vegetarians and vegens, and not only does it optimise the intestinal function, but a recent study by Prof Abrams from the Baylor College of Medicine, Houston, USA has proved that the enriched prebiotic, Beneo(tm)Synergy1, can also increase calcium absorption into the bones by up to 20%.

Fiona Hunter, Bsc (Hons) Nutrition, Dip Dietetics commented, "Beneo(tm) has pushed the food industry one step further in educating the consumer with a recognisable logo that symbolises improved digestive health. As it is difficult for consumers to check label ingredient lists every time, this new 'Feel Good' Beneo(tm) logo will act as a quick visual check that prebiotics are present, in the right quantity and of the right quality to improve digestive health. Works With Water and Newtree Chocolate Spread already carry this logo and I'm sure more UK food manufacturers will see the benefits and adopt the logo soon".

Tim Van der Schraelen, Beneo(tm) manager said; "We are seeing an accelerated number of products launching with our Beneo(tm) label in Europe. With product trials proving successful, manufacturers are increasingly extending ranges to incorporate the Beneo(tm) label. It is clear that the BENEO(tm) program is gaining momentum in raising brand awareness and creating added value for our partners, and we hope that this transfers to the UK market within the next year".

Ends

Notes to editor:

* Gut Omnibus Survey, Taylor Nelson Sofres, RSBG, Feb 2006. 1000 adult respondents
** Prescription Cost Analysis, England, 2005: NHS Health and Social Care Information

Beneo(tm)
Beneo(tm) prebiotic is a natural dietary fibre, extracted from the chicory root that helps improve the health of the digestive system. It increases the body's ability to absorb calcium, improving bone health and strengthens the body's natural defenses thus giving a feeling of well-being. 

Beneo(tm) Logo
The presence of the Beneo(tm) logo on product packaging guarantees that it contains enough Beneo(tm) prebiotics per portion to provide a beneficial effect on the body's health in particular the gut.  It also gives peace of mind that it complies with guidelines approved by an independent scientific committee.

For more information please visit: www.beneo.com

For further press information please contact Amy, Caroline or Hannah at the Beneo(tm) press office on 01442 261199 or email beneo@publicasity.co.uk

Caroline Atkins
PR Executive

Publicasity
4 The Waterhouse
Waterhouse Street
Hemel Hempstead
Herts HP1 1EN
tel: +44 (0)1442 261199
fax:+44 (0)1442 236401
ddi: +44 (0)1442 868 636
email:   catkins@publicasity.co.uk
web:    www.publicasity.co.uk

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