Leading fish oil supplier Ocean Nutrition Canada and New Jersey-based ingredients supplier PL Thomas have teamed up to deliver an omega-3/vitamin K combination ingredient they hope will provide a tempting point of differentiation in an increasingly overcrowded marketplace.
The ingredient, targeting the supplements market and called MEG-3-MenaQ7, provides 30 per cent EPA and 20 per cent DHA, with 45mcg of natural vitamin K2 as menaquinone-7 (MK-7) per serving. It is being promoted based on its cardiovascular health benefits in North America.
"We partnered with PLT to create a unique and complementary product," said Nova Scotia-based ONC president and CEO, Robert Orr. "The many health benefits of EPA and DHA from fish oil are well recognized, and with this new offering, consumers specifically interested in cardiovascular health benefits will also receive natural vitamin K2 as MK-7, which is shown to further promote vascular health."
Paul Flowerman, president of PL Thomas, added: "We are delighted to partner with Ocean Nutrition and we recognize its position as a market leader and innovator providing the highest quality, science based, nutritional products to the nutritional and functional foods marketplaces. Clearly, choosing to align the MEG-3 brand with MenaQ7 K2 solidifies this commitment."
There has been a trend toward strategic alliances recently, with Kemin and DSM announcing a partnership to promote lutein, Soft Gel and Kaneka teaming up on CoQ10, and Lipid Nutrition and Proctor & Gamble working together on ingredient solutions for sauces, soups and dressings.
Len Monheit, president and CEO of NPICentre.com, noted the deal in a recent editorial: "We see a strategic alliance involving two ingredients of promise targeted at a specific health condition, including a result that the science in each is presented and leveraged with enhanced communication and sales focus."