18 Apr 2018 --- Producers of high-quality children’s dietary supplements, Anlit, have launched "tasty", high-DHA omega 3 chewable supplements for pregnant and breastfeeding women.

Anlit describe the supplement as a “fun new omega 3 fish-shaped chew which comes in a single-serving bite and contains a high concentration of DHA as well as EPA (126mg DHA, 24mg EPA), for a total of 150mg omega 3 fatty acids.” This new gluten-free supplement joins the company’s OmegaBite high DHA+EPA line that was launched last year.

Omega 3 essential fatty acids are important for pregnant women and the fetus, mostly known for appropriate neural and cognitive function. Recent meta-analyses indicate probiotics and fish oil supplements during pregnancy and breastfeeding could help reduce the risk for food allergies and eczema in early childhood. The findings are now being considered by the UK government as an influential component of the new dietary guidelines for expectant mothers and infants.

“Pregnant women, in particular, are very sensitive to fish oil taste and smell”, explains Shai Karlinski, VP of Sales and Marketing for Anlit. “We tested a range of high omega 3 developed by Anlit’s R&D experts before succeeding in creating one that can meet the growing demand for a tasty, odorless omega 3 supplements. Often, the typical size of omega 3 softgel is hard to swallow and not appealing to consumers. This unique formula helps millennial mothers avoid the unpleasant aroma and aftertaste of fish-oil omega 3s and instead enjoy consuming it like a treat.”

OmegaBite for pregnant or breastfeeding women is trans-fat-free, nut-free, gluten-free, and made from only simple ingredients. “Anlit’s OmegaBites technology overcomes challenges such as stability and unpleasant flavor and aroma, providing a tasty and – most importantly, a safe – solution for pregnant women”, notes Karlinski. “The delicious chewy matrix also helps overcome “pill fatigue”, the reluctance to take nutritional supplements.”

The consumption of omega 3 supplements is a challenge for anyone, but during pregnancy, the act of swallowing large softgel, coupled with a fishy aroma exacerbates this challenge and can lead to an aversion that prevents pregnant or breastfeeding women from consuming this vital ingredient. To answer this need, Anlit’s expert R&D team developed the chew and fine-tuned it from a feminine point of view to be expressly designed for women. “Our OmegaBite, with its smooth texture, pleasant taste, and high content of omega 3 DHA enables the pregnant woman to actually enjoy the intake of the essential component,” adds Karlinski.

Anlit’s pregnancy product developments are part of a growing trend within the food supplements industry. Innova Market Insights reports a global 34 percent average annual growth (CAGR 2013-2017) of new food and beverage product launches with omega 3 for pregnancy or breastfeeding claims, and a 10.8 percent average annual growth (CAGR 2013-2017) in overall global product launches with omega 3 claims.

The fish-shaped chew will be presented alongside other functional gummies at Vitafoods Europe in Geneva, this in May.

NutritionInsight has previously investigated innovative techniques and forms of omega 3 flavor masking in a special report.

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