Omega-3 is being propelled further into the limelight as Young's Bluecrest Seafood launches its new Young's at Heart range. Naturally high in omega-3 polyunsaturated fatty acids, the product boasts Joint Health Claims Initiative (JHCI) approval for its ability to 'help heart health'. Young's believes this is the first time an entire range has been endorsed by the JHCI.
"Every portion of Young's at Heart will always offer at least half the recommended weekly intake of omega-3, although the first three products do even better than this," says business development controller for Young's chilled Yvonne Adam.
The products in the range are: Lemon and Pepper Salmon; Salmon Fillets with Mediterranean Dressing; and Smoked Mackerel Crisp Bakes, all of which are on shelves at Sainsbury.
The firm is confident that the range will rival products outside the seafood sector. "In effect we are competing with poultry," says Young's new product development controller Guy Miller. He believes omega-3 represents a "great opportunity" for seafood because it occurs naturally in oily fish. "The principle drive is reinforcing the naturalness from a recipe perspective," adds Miller. "We want to get away from any perception of being manufactured."
Another product range making the most of omega-3's healthy image is Yeo Valley Organic's Inner Balance collection. The probiotic yoghurts are enriched with five seeds and grains including: sunflower, pumpkin and golden linseed. They are said to be low in fat, while rich in fibre, minerals, omega-3, omega-6 and other vitamins.
"We believe they will claim a new and unique market position," says marketing director Ben Cull. They are not targeted at the cholesterol reducing segment or anything similar, adds Cull. "We are not aiming to take share from that. They are strong enough to sit on their own, win their own place in the chilled dairy fixture and tell their own story."
The yoghurts come in Peach, Strawberry and Vanilla flavours.