The company, based in Kerala, says the main challenge in providing the daily intake of omega-3 is ensuring the consumer gets high enough content of the nutraceutical. The old solution, it says, was to take multiple capsules or a hard-to-swallow "horse pill".
"A larger quantity of softgels or capsules can lead to over consumption and overdoses of unnecessary additives just to achieve your daily-recommended dose of omega-3 PUFAs," says Benny Antony, joint managing director for Arjuna Natural Extracts Ltd. "We developed a high-concentrate omega-3 PUFA that enables daily intake in just one capsule or one liquid 'shot' per day.
"We examined a range of fish rich in omega-3 and selected a specific sardine type for our ingredient," says Antony. "With growing concern over the health of the seas, people are turning to sardines since they are at the bottom of the aquatic food chain, feeding solely on plankton. They have a shorter lifecycle than other fish, and accumulate fewer toxins during their lifecycle. Moreover, sardines live on the upper layer of the ocean, which is comparatively less polluted than the deeper waters. These characteristics reduce the chances of product contamination with ocean pollutants."
Addressing growing consumer and processor concerns about supplement purity, Antony adds that, "More than ever, product makers are seeking a clean, clear omega-3 that leaves them free from anxieties about contamination.
"Consumers, especially millennials, want to know where their omega-3 comes from - they are justifiably concerned about traceability and supply chain control," adds Antony. "Arjuna ensures food safety and a pure, sustainable product via wild-caught sardines from the west coast of India, top safety procedures, plus a solar-powered system that provides 100% of the energy required to produce omega-3."
The product is being launched next month at SupplySide West in Las Vegas.