Company insight
Make nutrition easier with soft-chew supplements
Creating easily digestible products is essential in ensuring consumers meet the recommended daily dose of nutrients and stay compliant. To mask the taste and smell of fish oils, Vitux has developed a line of great- tasting soft-chew supplements. Marc van Maris, Vitux’s senior vice-president of marketing and sales for the Americas, tells Ingredients Insight how highly absorbable products can make nutrition easier.
T
he potential benefit of taking fish oil was first established in the 1970s by Danish researchers Hans Olaf Bang and John Dyerberg, who attributed low rates of heart disease among Inuit residents of Greenland to their oily diets. Since then, countless studies have been published linking omega-3-rich fluids with enhanced brain function, lower blood pressure and reduced inflammation. As the fish oil market continues to grow, however, the problem of masking the off-putting taste and smell of these pungent substances remains.
“When it comes to omega oils, a lot of people don’t like the fish taste or the smell, especially after the bottle has been open for a while and the oxidation kicks in,” says Marc van Maris, Vitux’s senior vice-president of marketing and sales for the Americas.
This realisation spurred Concordix soft chews, the innovative chewable delivery system Vitux developed in collaboration with the Norwegian University of Science and Technology in Trondheim. Originally launched in 2014, Concordix is the latest in a line of products created by Vitux (formerly Ayanda) to address consumer dissatisfaction with food supplements by improving taste, texture and absorption. “We are a privately held company and our mission is to make health easier and intake easier and more convenient,” says Van Maris. “So we only focus on our disruptive Concordix technology, which is essentially an emulsion combining oil and water-soluble ingredients.”
The customer’s choice
As well as being a more palatable alternative to regular oils and tablets, these products, which are available in a variety of flavours, are sugar-free and individually packaged to eliminate oxidation damage and
Ingredients Insight /
www.ingredients-insight.com Concordix soft chews are an alternative to regular oils and tablets, and are available in a variety of flavours.
deterioration. Meanwhile, the products have been specifically designed for enhanced absorption and to minimise reflux. “People often say that your health is mainly based on what you eat but that’s not true; it’s based on what you absorb,” Van Maris explains. “The ingredients that we put into our soft chews are highly absorbable, so you get more active ingredients to reach your target organs.”
Alongside 30 preliminary formulations, customers are also at liberty to create their own combinations of vitamins, minerals and oils, selecting from a wide variety of ingredients, flavours, colours and shapes. They can also rest assured that they are buying from a company committed to sustainability and transparency, as Vitux, firmly committed to UN development goals, has achieved ‘Friend of the Sea’ certification for its eco-friendly actions and manufacturing practices. “We want to act as responsibly as possible and to motivate our customers to become a part of responsible organisations,” Van Maris says. “Traceability is important to us, so we can see where our fish oil comes from and if it’s being used in the right way.”
Global expansion
Due to an increasing consumer awareness of the health benefits of omega-3 and demands for chewable delivery systems, the global market is predicted to grow in the next five years, bolstered not only by infants, but also adults taking more of these supplements. “It started with children, particularly with mothers seeking to take better care of family health and giving these supplements to their children,” Van Maris explains. “But then adults started stealing these supplements from their kids and, in turn, began taking them.” With Vitux continuing to expand its global influence in the US, Canada, Europe and the Middle East, and in developing markets in Asia, such as South Korea and India, it will provide more customers with access to nutritious, highly absorbable, sugar-free and great-tasting supplements. “At the end of the day, people want an easy life. They’re looking for an easy way to take supplements and stay healthy,” says Van Maris. “Taking pills is not one of them and neither is a spoonful of oil.” ●
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