Tom Oliver Nutrition products are now available in six countries worldwide, with the omega-3 herring supplement reportedly selling out online after just one week after launching.
Numerous medical studies have supported the health benefit claims of omega-3 including defending against chemotherapy side effects, decreased mortality rate and better cognitive function, among others.
Herring caviar oil is extracted from the roe of herring caught off the North West Norwegian Fjords, and contains a high concentration of omega-3.
The brand claims the supplement is different to others currently available on the market due to a 'unique' phospholipid structure.
“Its a first omega-3, phospholipid form to originate from an embryo, the start of life," said Tom Oliver, founder of the nutrition company. "Its unique phospholipid structure make it highly absorbable and therefore comes with an unique user experience."
"Compared to others, our product doesn't give you any unpleasant fishy aftertaste, its much smaller to competitors and only 1 small soft-gel per day, compared to most brands which suggest between 2-4 large, difficult to swallow capsules,” Oliver claimed.
The firm claims the capsules contain the 'highest concentration of all omega-3 supplements on the UK market' - providing 300mg per gram of fish oil, and a total of 253.5mg of EPA and DHA fatty acids plus 195mg of phospholipids.
Laura Craig, senior category manager for supplements at Holland & Barrett, said: "We are delighted to secure Tom Oliver Omega-3 Herring Caviar capsules as a key product in our category, which will go on sale in 300 Holland & Barrett stores".
"We're always looking for new and exciting products to add to our shelves so we can offer our customers a huge range of health supplements on the high street."
The recommendations for omega-3 dosage vary globally, but most fall between 100-400mg daily.
The European Food Safety Authority (EFSA) recommends 250mg EPA+DHA fatty acids daily for the general adult population, however certain EFSA approved claims require much higher intakes of DHA and EPA combined - with 3 grams per day required for blood pressure claims and 2 grams per day for the maintainance of blood triglyceride levels.
Not just DHA and EPA
However, the herring caviar also contains choline, a water soluble vitamin, which has suggested benefits related to liver health, lipid metabolism and reducing homocysteine, which has been closely linked to Alzheimer’s disease and dementia.
Furthermore phospholipids extracted from herring caviar are also easier for the body to absorb, so less is needed, Oliver claimed.
When asked about the ease of entering the EU market, Oliver said it was no more difficult than entering the Asian or Middle Eastern markets.
“Buyers really recognise the unique features of the product and additionally appreciate the consumer really does have an appetite for a new player in a fairly 'stagnant and boring' category, which has seen little innovation or change in the last decade. From the UK and the listing with Holland & Barrett, to Asia and our listing with Watsons, Asia’s largest pharmacy retailer and to the Middle East, the product has been fantastically received, by both buyers and consumers alike,” he said.
The herring roe is extracted from pre-harvested fish stock, meaning the process is sustainable and environmentally friendly.
“Underlying our commitment to manage natural resources responsibly, our Omega 3 is formulated using Herring Caviar Oil extracted from MSC certified fisheries. Because the Herring Roe is extracted from fish stock already harvested, no extra emissions are caused by fishing operations, making it exceptionally sustainable and environmentally friendly,” Oliver added.
The brand is also launching in more countries this year including, Azerbaijan, Saudi Arabia, Qatar and India.