Fish oil company unveils plant-based offerings despite Expo West cancellation

10 Mar 2020 --- US-based Wiley’s Finest has expanded beyond its range of wild Alaskan fish oils to include three new plant-based product formulas that address heart health and omega needs. Bold Heart by Cardiosmile delivers 2 g of pine tree sterols per serving to help consumers manage their cholesterol levels. Meanwhile, CatchFree Omega contains Ahiflower seed oil and Algarithm algal DHA, as well as vegan nutrients such as MenaQ7 Vitamin K2 and Vitashine Vitamin D3. The product line is available in two forms – a liquid oil or a soft gel. This launch comes as consumers continue to turn away from animal-derived ingredients while seeking natural solutions.

“The benefits of nutrients such as long-chain EPA & DHA omega 3 fatty acids, the most clinically researched nutrients in human history, and natural plant sterols are clear. We recognize that millions around the world choose not to eat animal products and our commitment to serve the health of everyone on the planet has just taken a major step forward,” says Sam Wiley, Wiley’s Finest CEO.

The launch had initially been set to occur at Natural Products Expo West, which was to take place March 3-7 in Anaheim, US. However, after back-and-forth consideration, the show has been postponed to a new date to be announced by mid-April. Wiley’s Finest has said that its “show must go on” and is accordingly launching its new products virtually.

Bold Heart contains no calories or fat, which Wiley’s Finest says is a “marked difference” from mass-market functional foods that contain smaller amounts of plant sterols. The heart-friendly offering is available in a liquid stick pack that can be easily mixed with foods and liquids, both hot and cold.

“We believe this formula can change the face of healthcare by offering a natural solution for lowering cholesterol. Plant sterols are certainly not new or novel; they are a normal part of our diet. However, science shows consuming higher amounts of plant sterols effectively manages cholesterol levels,” notes Wiley.

Plant sterols occur naturally in beans, nuts, seeds and whole grains. However, the company notes that more than 95 million US consumers affected by high cholesterol are not getting the plant sterols they need, with most having a daily intake well below the US National Cholesterol Education Program recommendation of 2 g.

CatchFree Omega is offered as a full-spectrum omega 3 mango-flavored liquid oil or as a soft gel.Plant-based omega needs
Consumers are seeking alternatives to traditional animal-derived products, with Innova Market Insights highlighting a 68 percent average annual growth in global food and beverage launches with a “plant-based” claim (CAGR 2014 to 2018). Meanwhile, the use of marine oils in food and beverage launches increased globally, featuring a 41 percent year-over-year growth when comparing 2019 and 2018 launches. The top health positionings of global product launches tracked with marine oils in 2019 were DHA (39 percent), Omega 3 (28 percent) and Digestive/Gut Health (27 percent). While fish oil is the leading ingredient, algae oil represents 7 percent of food and beverage launches tracked with marine oils.

Notably, many of those who choose a vegetarian, vegan or flexitarian diet do not get the essential fats needed for optimal health. “It’s great to see people making lifestyle changes to improve their health, but they run the risk of missing essential nutrients, such as omega 3s,” explains Gretchen Vannice, Director of Nutrition Education and Research at Wiley’s Finest.

Addressing this need, CatchFree Omega is offered as a full-spectrum omega 3 mango-flavored liquid oil or as a soft gel. Ahiflower was selected as a better-tasting, “next-generation” alternative to flax oil, providing a full spectrum of healthy fats like ALA omega 3, SDA omega 3 and GLA omega 6 fatty acids. The company also says that SDA omega 3 allows the body to convert to EPA omega 3 more easily.

Late last year, The World of Food Ingredients highlighted how the market for algal oil is brimming with potential for future innovation as large players such as DSM, Evonik, ADM and Cargill are already jumping aboard. Polaris has also recently launched a “super-concentrated, ultra-purified” algal omega 3 oil.

Edited by Katherine Durrell

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