With over 15 years of experience working within the Norwegian division of the US consumer supplements brand Nordic Pharma, Jansson is set to enhance product development and future innovation opportunities for the company.
Grontvedt’s fish oil products are made from sustainable pelagic fish, with production centred around efficiency and quality; rapidly processing the fish to oil within 30 minutes to minimise lipid oxidation. The Norwegian brand recently launched their CETO3 omega-3 fish oil utilising Norwegian Herring, containing high levels of cetoleic acid as well as DHA and EPA.
Speaking about his recent move, Jansson discusses the future opportunities at Grontvedt, stating: “Having first-hand access to raw materials is a key-platform moving forward to develop new innovations to the nutraceutical market. Cetoleic acid (Omega-11) is a true innovation supported by very promising science, and more to come.
"Grøntvedt’s unique setup with fresh fish landed directly into the human grade processing factory at Uthaug in Norway, reflect the superior quality. The immediate processing enables us to optimize the CETO3 product as well as exploring new opportunities and innovations.”
A growing market
The company plans to scale-up to help meet demands in the DHA and EPA omega-3 product market previously estimated to be worth $47 billion in 2021, with a projected annual growth rate of 3.2% within 2022-2023.
Discussing the key consumers for their range, Henrik Traaholt, chief commercial officer at Grøntvedt Biotech, tells Nutraingredients: “As CETO3 has a unique sensory quality with no fish/taste or reflux, it can be taken in liquid formulations for kids, elderly and of course in capsules. Females of 40 years and over are seen as the buyer of supplements for the whole family. As more science is due to be published, the product could be tailored different demographics.”
Traaholt spotlights inflammation and cardiovascular disease prevention as the key reasons he believes consumers purchase omega-3 supplements, with strong evidence highlighting its potential efficacy.
Regarding the reported benefits of omega-3 oils, he adds: “Cetoleic acid / Omega-11 boosts the internal production of EPA/DHA from ALA. This is something new and the first scientific data indicates that that EPA/DHA is being utilized well by the human body. Early science indicates positive effects on skin disorders, and more science is in the pipeline.”
In addition, as climate fears and environmental challenges of the modern day become ever-more prevalent, consumers have placed a heightened importance on sustainability which has subsequently shaped their purchasing behaviours.
Grontvedt meets this demand with effective processing techniques with a sustainable supply of Norwegian herring and mackerel, utilising low-temperature and solvent-free procedures in-house in efforts to reduce their carbon footprint.
“New sources of marine ingredients are gaining ground in the global consumer market. Our CETO3 product with Cetoleic acid (Omega-11) is an add-on to already established omega-3 products. With new science on Cetoleic acid (Omega-11) we believe CETO3 will fuel further growth and open up a new space in the market,” Traaholt emphasises.
“With the hire of Stig, we will strengthen our team for developing our CETO3 – Cetoleic acid (Omega-11) product, bringing new innovations to the market.”