Its product, Zooca Calanus oil, is marketed as a revolutionary formulation that sets it apart from other omega-3 offerings in the market.
“It’s a unique three-in-one combination of fatty acids, fatty alcohols, and high levels of naturally occurring astaxanthin. The oil contains about 40 different fatty acids, including omega-3s, which makes up about a quarter of the oil composition.
“The rest is made up of other fatty acids like omega-7 and omega-11. Calanus finmarchicus is also the only marine resource known to contain the fatty alcohol policosanol,” said Zooca’s chief sales officer Ole Sakkestad.
When these marine policosanols bind with fatty acids, they form a unique structure called a wax ester. This differs from fish oil triglycerides and krill oil phospholipid, which are absorbed differently in the body.
Unlike fish or krill oils, wax esters are said to be absorbed more slowly and further down the digestive tract, targeting receptors that other oils cannot reach.
One such receptor is GPR120, a nutrient sensor that regulates metabolism and inflammation. Found in tissues like the intestine, colon, adipose tissue, and macrophages, GPR120 responds to unsaturated fatty acids like omega-3s. Studies suggest its activation supports gut hormone secretion, insulin sensitivity, and body weight regulation.
Therefore, Zooca’s value proposition centres on metabolic support for healthy ageing, targeting areas like insulin resistance, cardiovascular health, muscle strength, and lean body mass.
“While it also provides omega-3s that are gram-for-gram as bioavailable as fish or krill oils, Calanus oil goes beyond omega-3, offering a broader range of benefits.
“We’ve conducted over 20 years of clinical research, including nine clinical trials and 20 studies, all of which point to the same conclusions. Calanus oil offers scientifically proven benefits in areas such as insulin support, improved cardiovascular efficiency, muscle strength, and body composition. These are unique benefits that you don’t typically associate with fish oil or krill oil in the market,” said Sakkestad.
While the clinical trials tested two grammes of Calanus oil on each participant per day, the company recommends a daily dosage of one to two grammes to reap benefits.
Each capsule contains 525mg Calanus oil, except for the some parts of the US, where the company has the usual 1,000mg capsules available as well.
So far, the company said that there has been very few reports of “fishy burp”, which are common side effects of taking omega-3 supplements. In fact, the flavour resembles lobster bisque if one bites into the capsule, said Sakkestad.
Additionally, the benefits of Calanus oil align with trending concerns in China. These include healthy and anti-ageing, as well as the three hypers associated with cardiovascular health – hypertension, hyperlipidaemia, and hyperglycaemia.
Dual distribution model in China market
Zooca’s strategy to enter the Chinese market involves a dual distribution model.
On the B2B side, Chinese health and wellness agency Ruoyuchen (RYC) will bulk purchase Zooca’s oil for use in their branded products. The agency also acts as a distributor, selling the oil to other brands operating through cross-border channels within China.
On the B2C front, RYC would sell the same products that are currently available to end users in Norway – Zooca Original and Zooca Sport.
Zooca Original is fortified with vitamin D3, which boosts immunity, while Zooca Sport focuses on improving athletic performance. These would be sold via platforms like Tmall and TikTok.
This dual model is said to maximise market penetration in China. While some products will contain 100% Norwegian Calanus oil, RYC may also develop variations with added ingredients to address specific consumer needs like beauty, hypertension management, and healthy ageing.
Doing so also ensures a diverse product portfolio centred around Zooca Calanus oil, expanding the market rather than creating competition. Each SKU will have tailored value propositions, marketing strategies, and pricing to cater to different consumer needs and preferences.
Future plans
Zooca plans to expand its Asia-Pacific footprint beyond China, with approval from the Therapeutic Goods Administration (TGA) in Australia already secured.
Japan, South Korea, and Malaysia are the next target markets within two years. With halal certification, the company is positioned to reach even more markets.
As for exploring other delivery formats like chewables, gummies, and ready-to-drink options, Zooca does not have the technology or know-how at this point, said Sakkestad.
Sakkestad acknowledged that non-capsule formats are gaining traction but stressed that the priority is to maintain the integrity and quality of the oil, which at this point cannot be guaranteed if other formats are used.
Furthermore, Calanus finmarchicus is a clean sustainable resource that offers immense potential.
The Calanus finmarchicus copepod, a small zooplankton measuring just three to five millimetres in length, has a one-year lifespan. This is said to make it highly sustainable and pure.
Due to its short life cycle and lower position in the marine food web, the company said that Calanus does not accumulate toxins or pollutants – substances commonly found in larger, longer-living fish and predators higher up the food chain.
With an annual biomass of approximately 290 million tonnes, Calanus is one of the largest sources of marine biomass, making it a highly renewable and clean resource. Furthermore, it feeds exclusively on plankton and algae, further distinguishing it from other marine organisms in terms of sustainability and purity.
“The world is looking for new and sustainable sources of food and nutrients, and Calanus finmarchicus offers this potential,” said Sakkestad.
