BASF Newtrition Omega-3 launches Accelon absorption-accelerating technology
17 Nov 2017 --- Newtrition Omega-3 has announced the global launch of Accelon, an omega 3 absorption-accelerating technology that the company says has the potential to be the biggest category innovation since the introduction of high-concentrate omega 3s in the late 1980s.
The global Dietary Supplement omega 3 category has evolved significantly in recent years, BASF points out, with EPA/DHA omega 3 ingredients alone worth US$4 billion. However, omega 3 deficiency remains a major health issue worldwide. In the US, approximately 60 percent of consumers are aware of the benefits of including omega 3 supplements in their diets, yet usage is estimated at only 20 percent.
Accelon delivers minimum four times omega 3 absorption
Accelon absorption-accelerating technology is therefore needed. It is designed to enable more omega 3 to get to where it’s needed in the body, BASF notes. On entering the stomach, Accelon “uniquely causes omega 3 to disperse rapidly in a micro-emulsion that passes into the intestine.”
Inside the intestinal lumen, the micro-droplets’ more accessible surface is said to allow highly effective digestion and release high amounts of EPA and DHA in free fatty acid form. Significantly more EPA and DHA can therefore diffuse and be absorbed through the mucosal cells layer and subsequently released into the body’s circulation, BASF explains.
Studies cited by BASF have shown that Accelon delivers a minimum of four times better absorption of omega 3 on an empty stomach in comparison to other market-leading high concentrate omega 3 products, which results in a higher delivery of EPA and DHA to cells throughout the body. Typically, people are advised to take omega 3 supplements with food, so this requirement is no longer needed, making compliance easy and convenient, BASF points out. Even if taken with food, Accelon absorption was still found to be more than 30 percent greater than with other omega 3s.
The study results mean that omega 3 uptake with Accelon absorption-accelerating technology represents a significant, distinct and relevant breakthrough for the omega 3 supplements category, BASF notes.
Benefits backed up by consumer research
Øyvind Ihle, Team Leader at Newtrition Omega-3, explains why the company believes differentiation is crucial for consumer behavior change: “Omega 3 efficacy is supported by more scientific research than any other vitamins, minerals and supplements (VMS) nutrient and yet there remains a global deficiency. We believe it is our responsibility to introduce consumers to Omega-3 in a way that genuinely works, leveraging the Accelon technology to help redefine the role and importance of omega 3 in consumers’ lives.”
“In research, consumers liked the idea of a turbo-charged, effectively absorbed ‘intelligent’ omega 3 which reaches the body’s cells where it’s needed, without having to take it with food or at a specific time of day,” Ihle continues. “In fact, new product concepts featuring the Accelon logo on pack clearly resonated with consumers as they scored 30 percent higher on purchase intent than those without.”
“Accelon offers ambitious, forward-thinking brand owners a unique competitive edge with new and superior, consumer-ready technology,” adds Ihle. “Our test results show that consumers really understand the task Accelon has been designed for and looking forward, how a new generation of Accelon-enabled omega 3 products could support their biggest health challenges.”
“People need simple and credible reasons to believe that it’s worthwhile taking omega 3 supplements regularly,” concludes Ihle. “This is what’s going to help brand owners build the category and we look forward to meeting them to discuss together how we can support their growth ambitions.”
