Vitux AS introduces sugar-free chewable delivery platform

13-Dec-2021

The technology is currently being used by supplement producer Amway, for its Nutrilite vitamin brand

Vitux AS has introduced chewable ConCordix technology for supplements and nutraceuticals. The sugar-free chew dissolves easily without sticking to teeth, the company says, and it can hold as much as 250 mg DHA and 50 mg EPA in a single chew.

The technology is currently being used by supplement producer Amway, for its Nutrilite vitamin brand.

“Any time we can go to a single and clinically potent serving is better for compliance,” said Vitux AS Senior VP Sales and Marketing Marc Van Maris.

“Amway was blown away that we could enable them to substantially increase their DHA potency in a single chew,” said Van Maris. The company claims omega-3s delivered using the technology are up to 43.4% more bioavailable than when using traditional soft-gels.

The product is also free of artificial colours, flavours, sweeteners and preservatives; gluten free, dairy free, non-GMO and NSF certified. Packaged in recyclable single-serving blister packs, ConCordix chews have a 24-month shelf life. The technology can hold both oil- and water-soluble ingredients in its homogeneous, pre-emulsified matrix.

“With pretty much any product we launch at Amway, we prefer fewer servings,” said Amway Brand Manager Marlene Zuidema.

“The new Jelly Splat is a little different than a gummy and easier for kids since they don’t have to chew hard. Being sugar free was also a big factor in our decision to use ConCordix. Millennial moms don’t want their kids to get too much sugar. And the blister packs keep the chews fresher longer.”

The Amway team tested the new texture and various flavours on their own children.

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“As important, the kids found the format fun. They could play with it before taking it. That was a big thing! We really wanted something that kids were not only willing to take, but ideally they would ask for it.”

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