Algarithm debuts rebrand, sets bar for 'fish-free' marketing

23-Nov-2021 - Last updated on 23-Nov-2021 at 17:17 GMT

In an era where transparency is top of mind for many consumers, Algarithm says brands must carefully consider where their fish alternative ingredients come from.

Algarithm Ingredients caught the attention of many SuppySide West attendees with its bubble-like booth that simulated an underwater experience. The move was a creative way for the algae ingredient supplier to carve out its space in the omega-3 market.

Katie Phillips, marketing director of Algarithm, said her company's niche is as a supplier that doesn’t profit from marine-derived ingredients. Phillips says that all too often, algal omega-3 ingredients are marketed as “fish-free”—but a portion of the income for suppliers of such ingredients is generated through the production and sale of traditional fish oils. She hopes to get the word out about her company's difference by making that distinction at expos like SupplySide West.

Phillips noted that the brand isn’t opposed to fish-derived ingredients suppliers, pointing out that the industry would not be where it is without the body of research and technical processing knowledge contributed and funded by traditional omega-3 companies.

Algarithm recently launched its new ocean-centric brand. The next phase of its comprehensive rebrand will be a consumer-friendly, educational website. The company is also preparing to launch two new ingredients for the food and beverage as well as supplement markets in 2022.