KUALA LUMPUR (June 16): Holista Biotech Sdn Bhd, an Omega-3 supplements provider in Malaysia, officially unveiled its third generation Herring Caviar Fish Oil supplements in Asia today. The new product is said to be clinically proven to have a significantly higher absorption rate of nutrients of up to four times higher than its predecessors and competitors.

The biotechnology company based in Kuala Lumpur, whose Pristin brand of Omega-3 supplements, said that its new product incorporates Marine Omega Phospholipids (MOPL) in its supplements.

Holista, a public-listed company in Australia, currently has exclusive distribution rights to MOPL in the ASEAN region.
Holista currently has a market share of 62% and has maintained leadership for the past six years in the Omega-3 business, but is looking for the number to jump to the high 70s with the launch of its new product.

"The superior health benefits of the phospholipid Omega-3 have been well documented and Holista is pleased to be the first to introduce it in Asia.

"The addition of MOPL to the Pristin range is highly strategic, allowing us to extend our market leadership with new innovation," said Holista Biotech Sdn Bhd chief executive officer Datuk Dr Rajen.

Starting with the launch of the phospholipid Omega-3 health supplement, Holista will feature an anti-counterfeit feature, using high-security authentication of Sekuworks LLC.

Rajen said that as counterfeit goods are increasing steadily worldwide and pose threats not only to business, but consumers' health as well, it is time that further action be taken.

"Today's consumers are aware of the potential for tampering to occur in global production processes, and increasingly desire authentic consumer goods that do not pose health and safety risks. Implementing Sekuworks' technology in our production processes will assure our customers of the premium quality of all our products," he said.