VITAFOODS 2017

Fun and tasty gummy bears are not just for kids, say Anlit

By Emma Jane Cash

- Last updated on GMT

Curcumin and omega-3 filled gummy bears and chews were on offer from Israeli children's supplement specialists, Anlit, at Vitafoods this year.

Chocolate fish shaped chews and orange turmeric gummy bears were part of the collection presented by Anlit, who say their products are not just for kids but for adults as well.

Shai Karlinski, VP sales and marketing, said regulation, taste and dosage were the hardest challenges the brand had to face.

"Kids are very, very honest, so if it's tasty then they will take it, but if not they will just spit it out. We have learnt how to manage this. However, the main challenge is from the registration point of view. Unfortunately the European registration made it difficult, for example in some countries in Europe you cannot make supplement gummy bears in the shape of a bear".

"We struggle to persuade legislators that this is the best way to give kids these important supplements, like omega-3 and probiotics".

Anlit's Kidi Bites contain natural colourants, an orange flavour and are available in the shapes of bears or stars.

Due to the growing demand for vegetarian or vegan products, Anlit has replaced gelatin in its gummy bears for animal-free pectin.

A starch-free molding system is used to form tender candy supplements, with 30mg of curcumin in each one.

The omega-3 fish shaped chocolates are high in EPA and DHA and have a shelf life of 18 months.

Due to sweet style supplements becoming more popular with adults as well as children, Anlit have branched out to pre-natal gummy bears and other supplements aimed at adults holding claims for anti-inflammatory, heart health and gut health.

The products are available to retailers and food supplement manufacturers for marketing under a private label.

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