Martek, which produces DHA from microalgae, has been allowed to sell both its DHA and ARA ingredients for use in infant formula in China since 2001. The new novel foods approval extends this to foods, beverages and supplements for people over the age of 12 months.
The news sits well with Martek's strategy in other markets, where it has been seeking to 'grow up' with consumers who started taking omega-3 in formula. In the US, for instance, it has licensing agreements with several food companies - including Kellogg and General Mills - to explore the use of life'sDHA in functional foods.
The company, which has its headquarters in Columbia, Maryland, opened a representative office in Shanghai earlier this year.
But in order to make the most of the opportunities presented by the Chinese approval it has appointed a local distributor for China, Hong Kong and Macao: Qingdao Samuels Industrial and Commercial Company.
The novel foods approval granted this month is an "initial" approval which is good until August 5 2009. This will allow the company to get its feet under the table in the market, and it will then be able apply for its final novel food certificate.
Other omega-3 suppliers have already made an entry into foods in China. For instance, last June the OMU brand drinkable yoghurt was introduced by Canton American Flower Lounge Livestock Company (CAFL), a subsidiary of Lark International Dairy Holdings. This contains Ocean Nutrition Canada's MEG-3 fish oil-derived DHA.
In a recent briefing Frost and Sullivan said that the Asia Pacific market earned revenues of US$279.6m in 2005. It is expected to increase to $596.6 by 2012. However at that time Australia, New Zealand and Japan are the only Asian markets where legislation and recommended dietary intake of omega-3 already exists.
"Unclear or inadequate legislation relating to omega-3 most major Asian markets as well as the lack of consumer understanding of the nature and action of good fats is restraining market growth," said Frost and Sullivan.
It urged omega-3 manufacturers need to push for more favourable regulatory regimes that will support market expansion, and to educate consumers and opinion leaders on the health benefits.
