High-dose omega-3 beverages from Norway

A line of high-dose, omega-3 juice drinks produced by Norwegian fish oil specialist Pharmalogica, has expanded its distribution from 200 to 1100 retail outlets in six months.

 The company said the products, called
Smartfish, came in variants aimed at children and adults, with the
children’s versions being marketed with licensed Disney characters.

A carbonated mandarin and
lychee-flavoured beverage called MyOmega, believed to be a world
first, will be launched on the Norwegian market in three weeks, and
deliver 300mg of EPA (eicosapentaenoic acid), 200mg of DHA
(docosahexaenoic acid) and 100mg of DPA (docosapentaenoic acid).

Smartfish delivered similar omega-3
quantities and ratios. MyOmega would retail at about €2 for a 200ml
serving compared to about €1.40 for a regular 330ml soft drink.

Pharmalogica uses fish oils from
Norwegian supplier, Marine Harvest Ingredients, and sells Smartfish
food supplements in chewable capsules and sachets in Hong Kong, China
and Singapore as well as Norway.

While no official recommended daily
intakes (RDI) exist, RDIs of about 450-500mg have been advised by at
least two independent studies in the UK and the US.

Smartfish beverages were only available
on the Norwegian market but the company said it was in negotiations
with beverage companies in the US and China and was looking at
debuting the products on the German market.

The presence of omega-3 ingredients is
referenced in the product’s on-package and online marketing but no
mention is made of heart or brain health typically associated with
omega-3 consumption.