A special juice

The Norwegian company Pharmalogica A/S was formed in 2001 around the idea of providing high-quality omega-3 fatty acid supplements made from fresh fish oil from Norwegian cultivated salmon. Six years later, the company has developed a patented emulsifying method and compositions, making it possible to blend a high dose of its fresh salmon oil – recovered within two hours of catching the fish – in a juice product without the oil turning rancid. Under the “Smartfish” umbrella brand, “SmartWeek” – mixed fruit juice with salmon oil – was launched in Tetra Brik Aseptic 750 ml Slim with ReCap in October 2007. That same month, “SmartWeek” won an Innovation Prize (Taste 07) at the Anuga exhibition in Germany.

The product is a blend of apple, pomegranate, pear, aronia and passionfruit juices with fresh fish oil and extract of rosemary and tocopherol (vitamin E). The pomegranate and aronia juice are very rich in natural  antioxidants, and added emulsifiers give the product a smoothie-like texture. “SmartWeek” contains 470 mg of omega-3 fatty acids per 100 ml, the highest concentration by far of any
product in the world packed in Tetra Pak packages. The content of DHA and EPA is 150 mg and 100 mg respectively, the same ratio as in the salmon itself. The recommended daily intake for adults of omega-3 fatty acids per day is 700 mg, which is provided in a 150 ml glass of “SmartWeek.” For children the recommended quantity is provided from 100 ml per day, and one package lasts one week – one smart week, that is.