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Aker BioMarine grows krill market share

Aker BioMarine grows krill market share
Since unveiling the "How to Speak Krill" education program for retailers, the market share for brands using Superba Krill grew 12 percent in the natural channel over the last year.

One year ago, Aker BioMarine launched "How to Speak Krill," an education program aimed at retailers, particularly in the health food channel. This unique program gives retailers the proper tools to help their customers make better decisions when choosing an omega-3 option. Since unveiling the program, SPINS data indicate that the market share for brands using Superba(TM) Krill grew 12 percent in the natural channel during the last year.

"We are definitely encouraged by the data. Aker BioMarine is the only krill player putting significant time, money and resources behind this educational effort. Our ultimate goal is to ensure retailers have the correct information at their disposal to help them make educated decisions when it comes to all types of omega-3s," said Todd Norton, vice president of business development at Aker BioMarine Antarctic US. "We look forward to working with our brand partners to fully realize the potential of this program."

Aker's "How to Speak Krill" education program focuses on major areas important to both retailers and consumers alike:

  • Phospholipid advantage: Superba Krill is rich in phospholipids, which carry omega-3s throughout the body, helping to keep the heart, brain and joints healthy.
  • Pure and clean: Superba Krill is a clean source of marine omega-3 EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid), and the presence of astaxanthin helps keep these fatty acids naturally fresh and stable.
  • Aker produces the ONLY MSC-certified krill brand: Superba is the ONLY krill brand certified by the Marine Stewardship Council (MSC) as being sustainable and 100 percent traceable from sea to shelf-and Aker has the GPS coordinates to prove it.

While it is crucial to continue to educate retailers about krill, another area of focus for the "How to Speak Krill" program is health practitioners. Based on survey results released in August, this group is increasingly open to using omega-3s in their clinical practice. The program's educational tools will help practitioners better serve their patients by helping them become more familiar with the complex world of omega-3s, with a particular emphasis on krill.

"Our goal is to help doctors and other health professionals become more knowledgeable about ALL marine omega-3 options, so they can recommend them with confidence," said Becky Wright, marketing director at Aker BioMarine Antarctic US. "In our practitioner survey, we found the knowledge level to be quite high for fish oil (97 percent), while krill ranked a little lower (64 percent). This represents a perfect educational opportunity for us."

Health professionals can also benefit from a recent white paper on the Omega-3 Index underwritten by Aker BioMarine. The Omega-3 Index is defined as the percentage of EPA and DHA in red blood cell fatty acids. It can be measured through a simple blood test, and is quickly gaining awareness and acceptance among medical professionals and consumers. This new white paper comprehensively discusses the relationship between the Omega-3 Index and Superba Krill oil.

According to white paper contributor Dr. William Harris, founder of OmegaQuant Analytics and creator of the HS-Omega-3 Index Test, "Although this test was born in the cardiovascular arena, it will very likely someday have a role to play in cognitive and eye health. This is just the beginning."



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