In a saved search it should show this way by default, and you have to use a formula field to remove it.  In reporting, I’m not sure this is possible. Doesn’t look like it displays with the parent, even if you create a separate field and check the “show hierarchy” checkbox. Only other solution I could think would be to add a text field to the custom record with the exact test you want (e.g. “Beneflux : Fra”). It’s a little janky, but should do the trick if you’re really desperate to have this on a report.