When the National Technology Agency (Tekes) displayed functional (health-promoting) foods in Tokyo, 40 reporters turned up at the occasion. Fibre-containing oat and rye products are now of particular interest to the Japanese.

The event, which was held in Tokyo in October, was part of Tekes's Innovation in Foods Programme, one aim of which is to increase international cooperation in the sector. The programme examines how a functional-food diet can reduce the risk of cancer, heart diseases, intestinal problems and infectious diseases.

Xylitol has been leading the way into Japan for Finnish functional products. Beverages and yogurts that help the intestines are also well known to Japanese consumers. Now fibre-containing products made from oats and rye are looking to make inroads into the market. They are expected to have bright prospects, because the Japanese diet usually lacks the fibres that are important for the body's system.

The Finnish industrial company the Raisio Group originally set its sights on the Japanese pasta market through its fibre-containing products. To the company's surprise the Japanese also showed interest in porridge, even though it is not a traditional food in Japan. At the moment the company is starting up trial marketing of instant porridge in association with a Japanese co-partner. The Finnish company Suomen Viljava Oy is also starting cooperation in Japan in commercializing snacks and beverages.

It has been proved scientifically that rye and oats have health-promoting effects in controlling cholesterol and blood sugar, keeping the stomach healthy and in combatting celiac diseases. It has also been proved that the fibres in cereals reduce the risk of intestinal, breast and prostate cancer.

Bread can also be organic. Ecological cultivation is a traditional farming method and also an environmentally friendly way of producing pure and tasty food (Photo: Leipätiedotus ry)