New flavours for omega-3 aimed at children and pregnant women
Incromega 3mulsion DHA is a creamy syrup that now comes in three flavours, Blueberry & Lemon and Peach & Mango as well as the original lemon.
A 5g serving of the supplement provides the 250mg EFSA-recommended daily intake of eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA).
The company said that the fruit-flavoured liquid form of the supplement eliminates the need to swallow a capsule, which can be ‘unpleasant or difficult.”
“We identified that children and seniors are consumer groups who are more likely to have difficulties with swallowing capsules, and pregnant women (who are advised to increase their consumption of DHA) can have a more sensitive gag reflex, which can make capsules a less appealing option,” said Sarah Chisholm, marketing coordinator for the company.
The company’s targeting of pregnant women and infants is centred on the EFSA-approved claims that maternal DHA intake is beneficial to the development of the brain and eyes in unborn babies and breastfed infants, while also contributing to normal visual development of infants up to twelve months old.
Fish oil without the fishiness
Taste and palatability still remain major concerns for consumers wishing to take fish oil, with a 2014 GOED survey conducted in seven European countries finding that taste was still a top deterrent to buying fish oil.
Croda says that, in addition to the natural fruit flavours which mask the fish taste, their proprietary Puremax purification process ensures that any fishy taste is minimised.
“Oxidative impurities and contaminants that are present within fish oil can result in the unpleasant odour and taste often associated with omega 3 products. PureMax process removes a wide range of these contaminants, resulting in (…) low reflux.”
The new flavours will be available across all of Croda’s regional markets.
