Healthy lipids suppliers will top the billing at this year's show.First up is Croda, which is launching Incromega Trio, a new product containing concentrated amounts of EPA (eicosapentaenoic acid), DHA (docosahexaenoic acid), and the less well-known omega-3 fatty acid DPA (docosapentaenoic acid) in a bid to cash in on its unique properties.
UK md Paul Kollesoff says: "The health benefits of EPA and DHA are well known. There are however fewer studies on DPA, which is the step along the metabolic pathway between EPA and DHA and proven to stimulate endothelial cell migration with an effect up to 10 times greater than EPA. This is a real area of untapped opportunity."
The lipids are selectively enhanced using PureMax - a purification technology used to produce high-purity omega-3 concentrates free from heavy metals, environmental pollutants and oxidative impurities.
Also looking to cash in on the growing demand for long chain polyunsaturated fatty acids (PUFAs) are Cognis, which will be launching its new Omevital high purity omega-3 fish oils; Lonza, which will be promoting its vegetarian and allergen-free source of omega-3 DHA from microalgae; Cavis Microcaps, which will be launching new omega-3 capsules from brown algae; and Martek Biosciences, which will be highlighting the superior sensory properties of life'sDHA, its vegetarian algal omega-3 - the only vegetable source that provides a meaningful amount of DHA at 35% minimum concentration, claims the company.
Grown under controlled conditions, it is also free from oceanic pollutants, says Philip Fass, vice president of sales and marketing: "This market is developing rapidly, with different demographic segments now buying into it. Historically, our focus was on pregnant women and young mums, but now they are continuing to buy it as their children grow older. We're also seeing more interest from the over-45s as research suggests a link to helping reduce the risk of developing Alzheimer's. Life'sDHA is currently being used in a large National Institute of Clinical Health study on Alzheimer's." As for the Nutrition and Health Claims Regulation, Fass is confident that the science is there to support a range of claims on eye health, brain health and infant nutrition/development. "The challenge will be bureaucracy. Efficacy is not an issue."
Chew on this
Bioriginal meanwhile, will be launching its Multi EFA Plus 'X' range which combines fatty acids from fish and plant sources with other ingredients such as lutein and CoQ10, plus a new range of flavoured chewable soft gels. Each product is tailored to offer specific benefits, including heart, skin, brain and eye health, says the company. "Consumption of condition specific supplements has more than doubled in the past seven years."
Healthy fats specialist Lipid Nutrition will be plugging its Marinol fish oil, which has a clean taste and smell and high stability, while Kievit will be promoting its broad range of encapsulated oils and fats. On show will be nutritional oils and powders based on encapsulated long chain PUFAs and base mixes for infant nutrition.
How deep is the ocean?
Ocean Nutrition Canada will be promoting its MEG-3 brand of omega-3 EPA/DHA ingredients, which have been incorporated into a wide range of dietary supplements and foods from bread and pizza crusts, to milk, yoghurts, shelf-stable juices, nutrition bars and soft chews.
Other exhibitors looking to the ocean for inspiration are Neptune Technologies, which is promoting its cholesterol-busting Krill oil, and Mergens, which is launching Blue I, an "anti-ageing biotechnological dietary supplement formed from deep sea marine mirco organisms used for staying young and healthy", and Mood, an omega-3 product that claims to "take care of your mood and wellbeing"