UK health products firm offers prebiotic cereal
primrose oil brand Efamol, is introducing a range of breakfast
cereals containing Hi-maize prebiotic resistant starch.
The Australia-made line, sold under the Vogel's brand, also includes soy isoflavones, vitamin E, calcium and folic acid and linseed.
Hi-maize resistant starch, developed by National Starch-owned Penford Australia, is included in a number of bakery products in Australia, including some cereals. It is less well-known in Europe but increasing awareness of gut health and the value of prebiotics could boost the ingredient's profile.
Market analysts Frost & Sullivan predict annual growth of 9.7 per cent for the European fructan market (the main source of prebiotic ingredients currently on the market), making them worth €179.7 million by 2010.
The new products are available in selected branches of Waitrose and in health stores throughout the UK.
Britannia Health is part of the Forum Bioscience Group, a distributor of life science ingredients.
