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Krill oil hooks consumers


Awareness around the benefits of krill oil versus fish oil — being just as effective with a lesser amount and the possibility that krill oil may leave more EPA and DHA in the body to be absorbed, according to two clinicals published in 2011 — may be a hot topic in 2012. The revitalized Schiff company will be increasing its support of its MegaRed krill oil supplement to as much as 24% of sales in 2012. And Pharmavite in 2011 launched its NatureMade Krill Oil as a new source of omega-3 fatty acids coupled with the antioxidant astaxanthin. Perhaps the biggest consumer benefit associated with krill oil: No fishy aftertaste.


The article above is part of the DSN Category Review Series. For the complete Vitamins, Minerals and Supplements Sell-Through Report, including extensive charts, data and more analysis, click here.

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