The coalition was formed to develop and execute an integrated consumer education, awareness and advocacy strategy, including a range of best-practice consumer engagement efforts to support consumer demand and strengthen the omega-3 category.
To maintain credibility with media and consumers, the program will be largely unbranded, focusing on growing consumer awareness of and preference for the important health benefits of omega-3 supplementation.
"Although krill sales are relatively stable, we believe it is the responsibility of all marine omega-3 players to come together for the good of the category," said Matts Johansen, COO, Aker BioMarine. "This coalition is exactly what the omega-3 market needs right now, so getting involved at the steering committee level was a straightforward decision for us."
A recent survey conducted by Aker BioMarine indicates that omega-3 supplement users want more alternatives to existing sources, helping the company further understand consumer behavior and demand.