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Article: Market leader ORAFTI streamlines its communication by introducing Beneo[TM].
- Article from:
- Food Trade Review
- Article date:
- January 1, 2006
CopyrightCOPYRIGHT 2006 Food Trade Press Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ORAFTI will change the brand names Raftiline[R] and Raftilose[R] to Beneo[TM] inulin and oligofructose.
Until now the scientific and nutritional community have recognised ORAFTI's products as inulin and oligofructose. Food manufacturers refer to them as Raftiline[R] and Raftilose[R] and consumers know the health benefits of ORAFTI's ingredients when they see the Beneo[TM] label. This Beneo[TM] label stands for a communication programme that allows one synonymous message to be conveyed and understood.
The advantages of the name change will result in a single minded communication and as a consequence open the Beneo[TM] programme to all food producers ...