EO3 (which stands for Enhanced Omega-3) first entered the U.S. market 18 months ago. The drink, created by Norwegian inventor Janne Karin Sande, uses only sustainable, wild-caught Atlantic cod and offers 20 g of protein and 1,600 mg of omega-3 fatty acids per serving.
Initially, it was only promoted to professional teams to gauge their reaction and to prove the concept, Sande told NutraIngredients. Since then, the product has been picked up by the “best clubs in all leagues and colleges, and two-thirds of clubs in the English Premier League are buying it."
“We are selling the EO3 to approximately 120 professional teams and clubs, the number is growing fast and most of these have become repeat customers,” Sande said, adding that the feedback has been really encouraging.
Product
Per 330 ml serving, the EO3 product delivers 20 g of protein, 1,600 mg of omega-3 fatty acids (550 mg of EPA and 820 mg of DHA), vitamins D and E, plus carbohydrates and antioxidants from a range of juices, including blackcurrant. (EO3 is offered in a smaller 250 ml carton size in Europe, but the protein and omega-3 content is the same in both U.S. and EU versions.)
The ingredients act synergistically, Sande said, and they need to be in there in good condition and intact, with an emphasis on minimizing the oxidation and maximizing the freshness of the omega-3s.
Professional athletes understand the value of the formulation, she added, with the brand’s website touting a range of benefits, from muscle recovery and repair to endurance, reduced inflammation and immune support.
The company is working with a range of researchers, including Professor Stuart Philips at McMaster University.
In a testimonial on the brand’s website, Professor Philips states: “EO3 offers a unique formulation of omega-3, protein and carbohydrates (with antioxidants and polyphenols) that work synergistically to deliver a total effect greater than the sum of the individual ingredients when taken alone. EO3 helps achieve improved outcomes by delivering healthy lipids and nutritional support for the whole body.”
The products currently retails for $45.99 for a 12 pack (or $3.83 each) and $82.99 for 24 ($3.46 each), and, importantly for the U.S. market, is Informed Sport certified. Sande and her team are also in the process of obtaining NSF Certified for Sport.
Manufacturing and what’s next
To date, the product has been manufactured in Spain, but the first batch should be rolling off production lines shortly in the United States, said Sande.
“We are now to start production in the U.S,. which is a very important next step for us,” she said. “We are producing EO3 in Spain, but as we are confident now of the market potential for our EO3 drink in the U.S., we are ready to start production in the U.S.”
While the first phase of the company’s strategy was to build the drink in professional sports circles, Sande is aware of opportunities in other demographic groups.
“Right now, everything is about pro sports,” she said. "We’ll eventually take it further, but for now it’s about recovery and exercise.”
