Communicating about gut health to the consumer: presenting the BENEO Programme.

Providing sufficient scientific data to be able to make 'health related claims' on foods is quite a challenge. But bringing these claims successfully to the consumer is perhaps an even bigger challenge. Especially when the claims are based on the function of the intestinal tract, as this is a subject that not everybody communicates easily about. In our consumer research, we have focused on how the new consumer thinks and talks about gut health. We found out that he is aware of the existence and the importance of gut microflora. He believes that foods can influence his own flora. At the same time, our research has tested the efficiency of several ways to communicate about these aspects. The consumer reacts quite differently on different marketing concepts. He accepts that natural ingredients can help his gut flora and expects to find such active ingredients in common everyday foods and also in diet supplements. Based on this research, we have condensed the 'prebiotic' message about inulin and oligofructose into a number of simple communications. The best of these were selected for further consumer product testing. The results of this effort form the basis of the BENEO Programme: a communication platform created by ORAFTI that allows the food industry, in partnership with ORAFTI, to bring a uniform and clear message to the consumer about the health benefits of inulin and oligofructose.

Inulin and oligofructose: safe intakes and legal status.

Inulin and oligofructose are a significant part of the daily diet of most of the world's population. Daily intakes for the U.S. and Europe have been estimated at up to 10 g, specifically 1-4 g for the 97th percentile in the U.S. Because both inulin and oligofructose are macroingredients, it is difficult to apply classical toxicology tests. Although some high dose animal tests have been performed, none have revealed any toxic effects. The safety of inulin and oligofructose for use in foods was evaluated by many legal authorities worldwide. As a result, both inulin and oligofructose are accepted in most countries as food ingredients that can be used without restrictions in food formulations. In the U.S., a panel of experts performed a generally accepted as safe (GRAS) Self-Affirmation Evaluation in 1992 and concluded similarly. At high doses, increased flatulence and osmotic pressure can cause intestinal discomfort. These doses vary widely from person to person and also depend on the type of food in which inulin or oligofructose is incorporated. With regard to labeling, both inulin and oligofructose are gradually being accepted as "dietary fibers" in most countries around the world. The mention of their "bifidogenic effect" on food labels has also been legally accepted in several countries.