The line, branded as MonoPure, is based on Neptune new omega-3s concentration technology, branded as MaxSimil, which it licensed from Ingentura via its Biodroga acquisition. The benefit to consumers in the MonoPure line, according to Xymogen, is the ability to get more bioavailable doses of omega-3s EPA + DHA in smaller softgels than with the ethyl ester form or reduce the number of softgels to be taken per day. The company says this easy-to-swallow, easy-to-digest and highly absorbable omega-3 supplement means patients are more likely to take their practitioner-recommended dose and achieve the health benefits they are looking for.
"We are always looking for ways to make the best products that give consumers the highest health benefits," said Xymogen CEO Blackburn said. "Neptune's patented technology mimics the biological digestive process and delivers a predigested and absorption-ready monoglyceride omega-3 fish oil. Omega-3 fatty acids have been studied extensively and found to have extremely positive effects on overall health.”
MaxSimil is a monoester-based method that reportedly boosts the bioavailability of fish oils. According to Neptune, the process ‘pre digests’ the omega-3s which can sometimes cause unpleasant fishy burps in their whole form. The company says its data reveals the process yields an oil with three times better absorption than standard fish oils.
According to Jim Hamilton, CEO of Neptune, which has rebranded itself as Neptune Wellness Solutions, the launch is emblematic of the company’s new approach. For years Neptune was a krill oil supplier, and little else. Now, with its Biodroga acquisition, the company can supply a number of plant and marine oils and has custom finished goods manufacturing capabilities, too.
“You have to have to offer them something that is about them, not about you. All of these companies are operating in a consumer market that is rapidly fragmenting. The pace of innovation is so fast. There are an infinite number of consumers who are looking for products that are specific to them,” Hamilton said.
“If you are a medium sized company in this space you just don’t have the capacity to plan new launches that fast. And if you are a big brand company your head is spinning because of the speed of the changes. Big product launches are becoming a thing of the past because they take so long and the market is moving too fast and there is too much risk,” he said.