Bioriginal's soft gelatin shell comes in fruity flavors designed in part to appeal to children. The concept is striking when applied to fish oil products – accounting for a large category of essential fatty acid (EFA) ingredients - which both suppliers and formulators alike have sought to mask or render flavorless over the years. Regardless, it would appear consumers would prefer to chew their supplements. According to Bioriginal 93 percent more consumers would prefer to purchase supplements if they were available in chewable form. As a result, Bioriginal is introducing the chewable softgels containing both fish and plant sourced EFA oils. The product line is targeted to benefit skin health (gamma linolenic acid), heart health (alpha-linolenic acid) and brain health (docosahexaenoic acid).