Anlit has launched a high DHA+EPA omega-3 supplement in a single, fish-shaped chew for children and adults.

The company notes that Innova Market Insights reports that the supplements category continues to dominate the cognitive health space, based on greater than 230% growth in new supplements carrying this claim during 2011 through 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% in Europe, and 23% 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, Anlit claims, saying that few products can close this “flavor gap.”

“Our new omega-3 chew supplement fills the gap by offering a tasty omega-3 supplement,” said Shai Karlinski, VP of sales and marketing for Anlit. “Many kids and adults dislike the unpleasant smell and taste of the traditional omega-3 fish oil supplements, such as soft gels, oil, syrups, etc. The new product offers a friendly and tasty alternative, with no unpleasant aftertaste.”

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

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

Anlit says that its 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 what the company claims is 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.

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