The new product is one of the highest dose omega-3 products in the world and was achieved using the emulsification technologies the company has been refining for about 10 years.
Marketing for ‘NutriFriend2000’ says the product can help, “blood lipids and thus positively affect cardiovascular health” in accordance with European Union approved health claims.
It can also beneficially affect, “parameters associated with improved cardiovascular health in both healthy and diseased hearts” and, “reduce the risk of thrombosis”.
NutriFriend2000 is also fortified with vitamin D3. The 600 and 1100 versions have been selling at between 6000 and 8000 units per month and growing at about 50% per year. It will be officially launched at the ESPEN Congress on Clinical Nutrition and Metabolism in Barcelona between September 8-11.
‘Regular’ Smartfish launched as a sachet powder about three years ago with 500mg of DHA (docosahexaenoic acid) and EPA (eicosapentaenoic acid). It is now sold retail as a 200ml juice drink for about €1.25 in Norway, Sweden, Greece and Saudi Arabia.
Reimbursement
Smartfish Medical drinks are sold in hospitals and pharmacies and are backed by the Norwegian government as part of a national health reimbursement scheme for hospital patients.
The 1100mg drink is given to cancer patients while the 600mg drink goes to the undernourished.
“We had to send a lot of supportive data to be included in the reimbursement scheme,” Sande Mathisen said. “Exposure is still growing there after we were accepted 1.5 years ago.”
The 2000mg drink will target those with chronic diseases.
She said the company was seeing “incredible results” from studies, although most of them were yet to be peer-reviewed. A list of ongoing studies can be found here.
Strong scientific and IP platform
“Smartfish is investing in building up a strong scientific and IP platform for our products,” she said.
“We have come a long way in that process. We do believe this is essential in order to achieve recognition as a reliable and strong medical nutrition or pharmaconutrition provider, with well documented products.”
Smartfish uses fish oils from Norwegian supplier, Denomega, and sells Smartfish food supplements in chewable capsules and sachets in Hong Kong, Saudi Arabia, Singapore, Spain and the UK – but not Norway.
“It’s too crowded,” Sande Mathisen said.
Smartfish uses juices such as apple, pear, pomegranate and aronia as well as whey protein isolates, rosemary extract and natural tocopherols.
