Beneo has announced that its whole grain barley flour, Orafti β Fit, has received certification from the American Heart Association (AHA) to carry the organization’s Heart-Check mark.
Beneo (Parsippany, NJ) has announced that its whole grain barley flour, Orafti β Fit, has received certification from the American Heart Association (AHA) to carry the organization’s Heart-Check mark.
“We are extremely proud to have passed the American Heart Association’s strict evaluation criteria and are now able to make use of the well-known and highly valued Heart-Check mark. Products carrying that symbol demonstrate their high nutritional standard, making it easier for consumers to make better food choices,” said Denisse Colindres, manager Nutrition Communication, North America at BENEO, in a press release. “This distinctive mark signifies Orafti β Fit’s compliance with high heart-healthy standards, showing manufacturers at a glance that Orafti β Fit is an ingredient they can trust.”
Beneo cites research from FMCG Gurus stating that two-thirds of North American consumers are interested in heart health products even if they don’t suffer from specific health problems, and a similar number of North Americans agree with the statement, “I find products positioned around improving heart health appealing.” Therefore, there is a strong market potential for new product development with respect to products that have proven health benefits.
Orafti β Fit delivers 20% beta-glucan fibers, which is significantly higher than conventional cereal flours, says Beneo. Research shows that 3 g of barley beta-glucans daily may reduce blood LDL-cholesterol to reduce the risk of coronary heart disease. According to the company, the ingredient can be used in a number of application, from bread to pasta, and provides an opportunity for affordable beta-glucan enrichment.