Together they have developed softgels combining omega-3 forms EPA and DHA and the olive oil extract, hydroxytyrosol. All have certified health claims in the European Union centred on cholesterol reduction.
“We have worked to formulate hydroxytyrosol in a powder form which would give stability and feasibility in a softgel capsule. Europharma Alliance has worked to develop and produce the capsules and finished product,” said Genosa CEO Carlos Peña.
The tie-up sees Genosa and Europharma jointly distribute the products to private label players in a range of European countries. Product is already on-shelf in some Nordic and Baltic states with negotiations advancing in the US and Asia.
“We are quite glad and confident because our proposal is attracting the attention of most omega-3 marketers,” said Peña, adding the mature omega-3 was ripe for renovation via novel blends and commercialisation strategies.
“R&D and marketing departments are very positive with this proposal as resources and efforts addressing communication would be lower and very efficient.”
A 2012 poll conducted by market researcher TNS found 73% of Spanish consumers would be willing to pay more for the addition of hydroxytyrosol to omega-3 formulations.
Peña said Genosa had chosen Europharma to partner with because of its solid contract manufacturing reputation.
“I am very glad because Europharma Alliance is a company that is chosen as a preferred site of manufacture by more and more producers of branded ingredients,” Peña commented.
“Now we can offer our clients standardised, non-leaking and time-tested formulations produced in a lean manufacturing environment.”
The body needs cholesterol but…
Peña emphasised the difference between cholesterol removal and prevention of oxidation.
“You can work to diminish cholesterol, but you will always have cholesterol in your arteries since cholesterol is internally produced and externally consumed. The body needs cholesterol."
“We need to work on the diminishment of the oxidation of the cholesterol [which causes atherosclerosis]. This is the real job. In addition to this, hydroxytyrosol will also protect the omegas from oxidation into the capsule giving an extra of stability.”
“Consumers will easily understand that fish, algae and olive are healthy products for their hearts. It will also give fish oil marketers the extra edge needed to be ahead of generic market.”