Vitux is opening its first location in North America with a production facility in Windsor, Canada, in response to increased demand for its ConCordix Smart Chews delivery technology, which packages nutrients in a chewable jelly matrix. The new facility will add much-needed capacity to the company’s parent plant in Norway.
 
Smart Chews are now used in an expanding list of omega-3s, multivitamins, immune support, vision health, and other nutraceutical products.
 
“Smart Chews are gaining popularity because they are specifically designed as a dietary supplement. Unlike gummies, they aren’t just a candy that has been repurposed as a nutritional delivery system,” said Vitux Group CEO Klaus Neumann. “There are major differences between Smart Chews and gummies. Smart Chews are highly bioavailable and can carry clinically relevant dosages. They have solved the biggest compliance issues with omega-3 EPA and DHA due to their soft texture, which makes them easy to chew and swallow, and great taste without the commonly reported fishy aftertaste experienced with other formats.” 
 
The new production facility will be dedicated to the company’s North American customer base. Vitux Canada will be seeking out Therapeutic Goods Administration (TGA) certification, in order to serve customers in Australia and the Far East.
 
Mimicking Nature
 
Smart Chew technology is formulated to mimic how nutrients like omega-3s  appear in food sources, and is based on how fats are packed in salmon.
 
The original version is an emulsified fish oil in a gelatin base and protein matrix. This creates billions of droplets of oil that interface with the wall of the digestive system, as documented by electron microscopy. This enhances absorption by upwards of 50% versus the standard omega-3 product.
 
The advantage of Smart Chews includes being able to combine both water- and oil-soluble ingredients into an emulsion, sustainable sourcing, stability through blister packaging, ease of swallowing, and natural flavors/colors, no added sugars, gluten-free, dairy-free, and non-GMO products.
 
Vitux Canada will also produce the company’s first vegan-friendly Smart Chews, which use a pectin-based jelly matrix and algae oil as an omega-3 source. “This is a significant accomplishment because we will now offer customers seeking plant-based chewable supplements the same great taste, high capacity and all of the other advantages of our traditional Smart Chews,” said Neumann.
 
“Vitux has been building a strong team in Canada for years, including management from Norway and Canada as well as a highly skilled production team assembled locally in collaboration with SofTab Technologies, Inc. Customers can be assured the same technology and quality standards will be in place at Vitux Canada as we have in Norway,” said Neumann. “It’s the people who make this possible. Our grand opening on August 15th will be an opportunity for our employees, local dignitaries and the press to come together to celebrate this landmark event. This is an important milestone for Vitux, the Windsor community and for the dietary supplement industry.”