On June 27, 2019, the new generation vitamin-mineral complex Yummy Vits Orange by Coral Club received the international award “Innovative Product of the Year”. It is the world’s largest consumer-voted award for marketing innovation in different fields. It was the 6th international award conducted in Russia. This award is held worldwide to show consumers the best product innovations in their country and reward manufacturers for quality and innovation.
Innovations
Innovative nutritional supplements presented in the form of chewable troche were created with ConCordix technology to ensure the high bioavailability of the active ingredients. The product manufacturer is Vitux AS (Norway), which also owns the patent for the ConCordix® technology. This technology is a delivery system for the active ingredients, where the active ingredient is separated into billions of microscopic droplets; afterward, these droplets are captured in a gelatin troche. During the development process, Norwegian scientists were inspired by the natural property of placing many microscopic drops of fish oil in Norwegian salmon and other fish. This form is unique only for Smart Chews. This patented emulsification system is not found in any other nutrient delivery system on the market today.
Initially, this technology was developed for better absorption of Omega-3 since the technology replicates the natural arrangement of fish oil droplets. Later on, the technology was used in other fat-soluble and water-soluble active ingredients. The main advantages of ConCordix are the capacity to mask the unpleasant taste and combine water-soluble and fat-soluble components in a single troche, which is difficult to reproduce in standard forms such as tablets, capsules, and liquids.
The patented delivery system ConCordix® increases absorption of fat-soluble active ingredients by 44%. It is effective even at lower doses than standard nutrient delivery methods. The ConCordix® delivery system also provides the ability to combine lipid and water-soluble nutrients in a single dose. Only natural flavors and sugar-free sweeteners are used to flavor the chewing troche. Plant-based sweeteners are used instead of sugar: sugar-free Smart Chews assist in preventing overweight, diabetes, and tooth decay problems. Due to the unique ConCordix® technology, fish-oil products have no fishy taste and do not cause an unpleasant aftertaste. The natural flavors and sweeteners in Smart Chews can mask even bitter ingredients like ibuprofen.
It is also worth noting that conventional capsules or liquids, nutrients enter the intestines without chewing that is processing food with saliva containing digestive enzymes. The chewing process stimulates the production of digestive enzymes that break down nutrients into smaller particles, which promotes the absorption of fats, carbohydrates and proteins in the intestine. Smart Chews, on the contrary, facilitates chewing. In addition to the processing with enzymes during chewing, the active ingredients in Smart Chews (in billions of droplets) help the digestive system further process enzymes by the stomach and small intestine and significantly improve digestion by the body.
Research
Study of 2011: Bioavailability of EPA and DHA delivered by gelled emulsions and soft gel capsules. European Journal of Lipid Science and Technology (Haug, Ingvild & Sagmo, Lise & Zeiss, Daniel & Olsen, Inge & Draget, Kurt & Seternes, Tore. 113. 137 – 145. 10.1002/ejlt.201000450).
This study presents data comparing the bioavailability of DHA and EPA delivered by two different formulations: One group received TAG fish oil in traditional soft gel capsules, whereas the other group received the TAG oil as droplets trapped inside a gelatin matrix (gelled emulsions). The incremental area under the curve (AUC0–26 h) of EPA and EPA + DHA in blood plasma from the gelled emulsions was significantly increased by 44.9 and 43.3%, respectively, compared to soft gel capsules. The maximum incremental concentration of EPA and EPA + DHA was significantly increased by 100.4 and 105.6%, respectively, compared to soft gel capsules. These results suggest that improved bioavailability of EPA and DHA may be achieved by incorporating emulsified TAG fish oil in a gel matrix prior to oral ingestion.
Vitux AS also conducted a formal survey among a representative focus group. The result of the study evidences the pleasant taste and ease of using ConCordix® Smart Chew. Results reveal that 84% of parents chose ConCordix® Smart Chew as their preferred product over chewing gum for their children. The product was favored among children; 78% responded that they liked it. There are slightly more positive results among younger children (3-5 years old) compared to 6-8-year-old children. Most of them asked for a second (optional) sample.
Parents are aware that the product is a nutritional supplement, not a candy, and generally consider it an improved form of delivery of nutrients such as Omega-3 (oil, large capsules, etc.) compared to others. Although parents showed less enthusiasm than children because of the texture and taste, 59% of the children responded that they liked the sample, while 3% did not like the product. Based on the taste test, the mothers’ choice to purchase the product for their children was 78%, mirroring the percentage of children who liked the product. Mothers of children who preferred the product expect their children to enjoy a daily dose of beneficial nutrients. It is a great motivating factor to purchase.
The popularity of nutritional supplements in the form of chewable troche is growing among adults and children alike. Parents can be assured that they provide their children with a healthier, sugar-free, and tastier product. Adults will feel the satisfaction of consistent daily supplementation due to the ease of use of ConCordix® Smart Chews.
Packaging and production
The packaging is made of 100% eco-friendly material designed to protect nutrients from oxidation. The cardboard boxes with the aluminum blister packs are made from recycled materials. The aluminum blister packs individually seal each portion of Smart Chew, protecting it from moisture, light and airborne oxidation and ensuring the freshness of the product throughout its shelf life.
The Yummy Vits Orange production of Coral Club is certified by NSF, GMP, BRC, and Friend of the Sea. Natural ingredients of the highest quality are sourced from trusted, certified suppliers.
Critique
Not all experts provide a complimentary review of the effectiveness of the innovative approach. The main criticism is that the ConCordix gelatin matrix significantly improves the bioavailability of fat-soluble components (up to +44%); however, water-soluble ingredients’ bioavailability improvements are not significant.