A recent study found that UK shoppers have shown more interest in products fortified with omega-3s is waning. New product development with omega-3s was continuing apace, with recent launches including new omega-3 enriched juices and smoothies at Marks & Spencer.
According to Ocean Nutrition Canada and Croda Europe the recently introduced recommended daily intake (RDI) for long-chain omega-3s also enabled firms to use on-pack messages such as ‘get your RDI of omega-3s in one serving’, while technical improvements had made it easier to incorporate fish oils without compromising taste.
Croda also said that uncertainty over health claims had held the market back, with many potential customers convinced of the benefits of omega-3s but unsure about how they could market them in future. Dairy Crest would not speculate on why sales of St Ivel Advance had dropped off and refused to comment on the future of its Utterly Butterly omega-3 enriched spread.
On the other hand Robert Wiseman Dairies informed that it was not surprised St Ivel Advance had been axed. Sales and marketing director Sandy Wilkie said milk-based sports recovery drinks had more potential than adding functional ingredients such as omega-3s.
