Company insight
Smart omega-3 supplements
Smart Chews omega-3 dietary supplements are making industry headlines with positive acceptance test results from both adults and children. The news confirms that ConCordix technology by Vitux AS can help the omega-3 category overcome the major obstacles to consumer compliance and brand loyalty.
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onsumers don’t often think of taking an omega-3 supplement as an enjoyable experience. Gummies can be high in sugar and
don’t have near the payload capacity of soft gels, and soft gels can be difficult to swallow for some consumers and may still have unpleasant issues. Smart Chew made with ConCordix technology are designed to resolve these barriers to omega-3 compliance as well as the payload concerns. ConCordix technology is designed to mirror the way we eat food, which includes chewing, swallowing and digesting. It delivers tiny oily droplets of nutrition stabilised in an emulsion, which is similar to how omega-3s are stored in fish. These tiny droplets increase contact surface in the digestive system, increasing absorption and bioavailability.
Ready for an alternative “The market share represented by the omega-3 category cannot be ignored even if the growth in the category has slowed. Brain and cognitive health continues to emerge as a significant category and omega-3 has a solid role from a nutritional perspective. Where we see the obvious opportunity is in the delivery of high- payload, chewable omega-3 products with our Smart Chews,” says Marc van Maris, senior vice president of sales and marketing at Vitux AS.
“When you consider the growing level of pill fatigue reported by consumers, you have to believe that a great-tasting chewable omega-3, as represented by ConCordix, is going to draw users to the omega-3 category. With regards to new consumers, we believe that ConCordix offers parents a complete solution for their children’s omega-3 supplements and
Ingredients Insight /
www.ingredients-insight.com
rate and zero drop-outs. An astounding 95% of caretakers said they would recommend ConCordix Smart Chews. Judges associated with the
NutraIngredients-USA annual industry awards named ConCordix Smart Chews the Omega-3 product of the year award in 2021.
Smart Chews deliver tiny droplets of nutrition stabilised in an emulsion, which is similar to how omega-3 is stored in fish.
captures an ageing population who may be looking for nutritional support for brain health for the first time,” he said.
Consumer satisfaction A four-week acceptance test among US adults revealed there was 100% compliance, with 95% of Smart Chew consumption experiences reported as highly positive. More than 80% liked the taste. Smart Chews also scored high on intent to buy and intent to recommend. Of the ConCordix technology benefits among study participants, aside from taste and ease of taking it, the most compelling was that they were getting clinically validated dosing, followed closely by enhanced absorption and convenient packaging. The results of a children’s Smart Chews versus gummies preference test revealed that Smart Chews had a 99% compliance
Individually sealed to ensure stability and freshness, sugar-free Smart Chews solve delivery system issues without compromising payload. Vitux AS is based in Norway, a country at the forefront of environmental preservation. The company offers healthy and high- quality nutritional supplements based on its patented ConCordix technology. With a strong desire to move frontiers and to challenge the status quo, it focuses on the needs of its partners and their consumers. As a result of Vitux AS’s consistent focus on quality throughout the whole supply chain, it produces a premium product like no other in the market today. As a private contract development manufacturer, the company only sources the best raw materials to be used in ConCordix, and every new supplier is carefully controlled and qualified. Its internal standards are based on BRC, NSF and GOED and Friend of the Sea, which are exceeding European regulations. Vitux AS provides innovations and solutions that exceed the regulatory standards for any given product.
Knowing that it always complies with rules and regulations enables Vitux AS customers to focus on brand building, sales and profit. ●
www.concordix.com 45
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