Vitafoods exhibitors defy omega-3 doom mongers

New product development with omega-3 fatty acids is continuing apace, despite reports that the market has run out of steam, according to exhibitors at the Vitafoods exhibition in Geneva.

There is still a significant number of new products containing omega-3s in the pipeline despite the recession and uncertainty over health claims in Europe, reported key suppliers at the show. “We’ve got two new products launching in the UK this month and several more in the pipeline,” revealed fish oil giant Ocean Nutrition. “Five new products containing our fish oils have been launched in Europe since Christmas, so we are feeling pretty confident. We’re also seeing growing interest from the petfood market.”
Müller’s decision to drop omega-3 from its Vitality yoghurts in the UK last year prompted several commentators to conclude that manufacturers were losing interest in omega-3. However, alarmist headlines such as ‘Omega-3 in crisis as functional foods flounder’, were simply not borne out by the evidence, insisted the firm. “We’re working on projects with leading branded manufacturers in everything from pizza crusts to pasta, peanut butter, drinkable yoghurts to soups.”
While the uncertainty surrounding which omega-3 health claims might be approved in Europe was not helpful, the industry remained confident in the science behind the long chain omega-3 fatty acids EPA and DHA, added the firm.
Meanwhile, improvements in encapsulation technology were also making it easier than ever to incorporate unstable fish oils into foods and drinks without compromising taste, smell or shelf-life, claimed Croda - another leading supplier of fish oils.
Croda used the show as a launchpad for Omelife, a new highly concentrated and heat stable omega-3 emulsion designed for food and drink applications. David Jopling, who is spearheading the firm’s move into food and drink in Europe, said it was particularly well-suited to dairy products. “Currently, a lot of companies use omega-3 powders for yoghurts and so on, but these can give a slightly gritty sensation,” he claimed. “We’re targeting everything from smoothies to pizza bases, morning goods and yoghurts.”
Figures were not available for Europe, but data from the US market showed that sales of products making an omega-3 claim were up by more than 20% in 2008, said Nielsen Group Business Insight Director Jonathan Banks.