Thursday, May 24, 2018


Anlit launches high DHA+EPA Omega-3 supplement in single fish-shaped chew
Thursday, 27 April, 2017, 08 : 00 AM [IST]
Anlit Ltd launched a high DHA+EPA Omega-3 supplement in a single, fish-shaped chew for children and adults. The company will showcase this supplement and other functional gummies and chews at Vitafoods Europe-FPE, which is slated to take place in Geneva between May 9 and 11, 2017.

Innova Market Insights reported that the supplements category continues to dominate the cognitive health space, based on greater than 230 per cent growth in new supplements carrying this claim between 2011 and 2015.

Cognitive health new product development (NPD) targets all of life’s different stages, and statistics show that the main segment for growth in this category is in products for babies and toddlers.

In 2015, the share of launches with a brain health claim rose to 17 per cent in Europe, and 23 per cent globally. Cognitive health products often feature Omega-3 fatty acids, but sometimes include iron. The fastest-growing ingredients are Omega-3 fatty acids and B vitamins, when comparing 2011 and 2015 statistics.

Due to Omega-3’s organoleptic characteristics, there is a huge gap between Omega-3 supplements and functional foods containing Omega-3. Few products can close this flavour gap.

“Our new omega-3 chew supplement fills the gap by offering a tasty omega-3 supplement,” explained Shai Karlinski, vice-president, sales and marketing, Anlit, adding that many kids and adults disliked the unpleasant smell and taste of traditional Omega-3 fish oil supplements, such as soft gels, oil, syrups, etc., and that the new product offered a friendly and tasty alternative, with no unpleasant after-taste.

Anlit’s Kidi Bites Omega-3 supplement is a chocolate-flavoured, fish-shaped single-serving chew containing a high concentration of DHA (60mg) and EPA (90mg), for a total of 150mg Omega-3 fatty acids per single unit.

Karlinski said, “Consumers want to eat candies without any guilt, and kids simply enjoy eating sweet treats that are not perceived as healthy. Our mission is to provide kids and parents the complete package - a tasty treat with a beneficial health claim value.”

Anlit’s research and development (R&D) team faced two main challenges in developing the new chew - fish oil taste and aroma, as well as creating a concentrated Omega-3 product.

They developed a unique delivery system that can mask the fishy taste and odour, and provide an excellent candy taste with a texture similar to milk chocolate.

Karlinski stated, “We specialise in creating supplements focused on children’s taste and texture preferences, while providing essential health benefits. The delicious chewy matrix, with a chocolate-like flavour and texture, helps overcome children’s reluctance to taking nutritional supplements.”

The daily recommended dose of omega-3 bites is one or two 5g fish-shaped chews. The product is produced under good manufacturing practices (GMP), ISO, ISSC and kosher conditions.

They are trans-fat free, made from simple, natural ingredients and contain no preservatives or artificial colouring. Individual units are packed in sealed blister packs for complete safety and convenience.
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