The Muscle Mag
Oliver Kromer, CEO of ImperalOel, emphasizes the importance of finding sustainable solutions, stating: “In the EU, the FDA recommends 250 milligrams of EPA and DHA per day. There are other recommendations that are even higher than that… so if you look at the global population and if every human being took that amount, then we wouldn’t have a single fish left in the ocean.
“So, we cannot satisfy humans omega-3 demand with the fish we get in the ocean,” he stresses.
He mentions that the team’s current focus on vegan omega-3s and innovative format types would pave the way for their ongoing success in the competitive market.
The company previously received recognition from NutraIngredients for their innovation, winning the NutraIngredient Editor’s Choice award in 2015 for its omega-3 separating pouch, MarisMix OmegaPassion DHA.
Kromer points out how the award opened up valuable networking opportunities with new customers to showcase their latest innovations.
“I believe it’s crucial to demonstrate to customers that you are capable of innovating and coming up with new ideas. To be an appealing supplier, innovation is key.
“We are receiving a lot of interest in our company and the products we offer. Therefore, receiving the NutraIngredient award was incredibly beneficial for us,” he adds.
Omega market
Kromer discusses the current challenges: “The market is undergoing a transitional phase, in my opinion. There is a significant shortage of fish oils and prices are skyrocketing, being about twice as high as they were a year ago.
“On the other hand, vegan omega-3 algal oils are becoming more affordable. There used to be a substantial gap between the two, but now they are getting closer and there will be a point where they are at the same level. Additionally, consumers are willing to pay a premium for the vegan alternative, which was surprising to us,” he adds.
He notes the increasing number of products launched in the vegan omega-3 category, a trend that has now expanded to mass market and retail store brands.
“This is a major focus area for us, and we anticipate further growth in this area in the future,” he asserts.
He mentions that the company has been developing new formulations of vegan omega-3s using a blend of different algae oils with other vegetable oils to provide DHA, EPA, and ALA, among other omega-3 fatty acids.
“Algae are essentially what fish consume to obtain their omega-3. They are the original producers in the marine ecosystem. By getting omega-3s from algae, you are going directly to the source,” he emphasizes.
He explains that algae offers a sustainable alternative to fish oil production, with sustainably certified commercial fisheries also able to provide this due to sourcing omega-3s mostly from fish by-products.
Formats for the future
Kromer notes that the omega-3 market is predominantly composed of soft gel capsules, while ImperialOel has been working on innovating alternatives that offer optimal taste along with nutritional benefits.
He mentions how flavored bottled fish oil liquids have become a standard in households across Scandinavia and are gaining popularity in the UK and other European countries.
“We have been promoting the concept of bottled omega-3 oil for a few years now, and we are seeing a growing interest in this. In Germany, there are larger brands selling hundreds of thousands of bottles per year of these liquid omega-3 oils.
“One reason for the success of this format is its naturalness. There is nothing else in the oil except the oil itself,” he highlights.
He adds that this format is preferred by individuals who have difficulty swallowing capsules, such as children and the elderly.
“Another advantage is that, especially for smaller brands, softgel capsules typically have high minimum production numbers that these machines require. Liquids offer more flexibility in bottling,” he explains.
However, he mentions that oxidation susceptibility is a key challenge in developing liquid formats, as soft gels are highly protected from the atmosphere.
“This is why we invested in a special bottling system to ensure that the oil does not come into contact with the air during bottling, which can significantly impact shelf life.
“Oxidation also leads to a fishy taste. We have overcome this issue, which is a contributing factor to the growing interest in this category,” he highlights.
NutraIngredients Awards
Entries are now open for the 2024 NutraIngredients Awards, celebrating a decade of honoring the nutrition industry.
To mark this milestone, the face-to-face awards event will be reinstated this year, with winners receiving their trophies during an awards celebration in Geneva on May 15, 2024.
There are 14 award categories to enter, but hurry! Entries close on February 5th.
