Omega-3 Optima 180 Softgels - Best Natural Source of EPA & DHA Fatty Acids - Clinically Formulated for Optimal Delivery – Enteric “Smart” Coated for 3X Higher Absorption – NO Fish-Burp – Mercury Free

My bottle of Assertive Wellness Omega-3 Optima with Lot number 02143 and expiration date of 02/2016 was purchased here on Amazon 9/20/2013 for $25.00 for 180 "Enteric-Coated Softgels." Each softgel weighs 1.50541 g and supplies 1013 mg of oil and is 25.52 mm long and 9.33 mm wide. After many comments about the product, they have added the amount of EPA and DHA. This is the classic generic natural triacyl sn-glycerol (TAG) oil that is in many "18/12" TAG oils. Also, this product like many other omega-3 dietary supplements sold here on Amazon are outdated and the labels are not up to date. For example, in September 2004, FDA allowed the statement "Supportive but not conclusive research shows that consumption of EPA and DHA omega-3 fatty acids may reduce the risk of coronary heart disease. One serving of [name of food] provides [x] grams of EPA and DHA omega-3 fatty acids." to appear on omega-3 dietary supplements. If your product does not have this statement, it is probably out of date and the supplier may not be up to date on the current FDA regulations. Another red flag for this product is the statement "Mfg. in an FDA Registered Facility Using Good Manufacturing Practices (GMPs)" is the old GMP. The recent GMP protocol for "FDA Approved Manufacturing Facility" is current GMP (cGMP). This is a quote from the FDA site "If a company is not complying with cGMP regulations, any drug it makes is considered "adulterated" under the law. This kind of adulteration means that the drug was not manufactured under conditions that comply with cGMP." Since this product is mentioning made in GMP facility, it should conform to the correct FDA statements that are up to date.For the price for what I paid, it works out to 14 cents per softgel without shipping. The current Amazon price for the product is $35.95 (180 softgels) or 20 cents per softgel with free shipping.A more cost effective purchase is again Kirkland Natural Omega-3 Fish Oil currently selling here on Amazon for $8.75 for 400 (vs. $35.95 for 180 Assertive) softgels without shipping. This amounts to 2 cents per capsule (same total omega-3s per softgel as Assertive Wellness). In addition, this Kirkland product is USP certified and Assertive Wellness is not. For USP certified products: "Contains the ingredients listed on the label, in the declared potency and amounts. Does not contain harmful levels of specified contaminants. Will break down and release into the body within a specified amount of time. Has been made according to FDA current Good Manufacturing Practices using sanitary and well-controlled procedures." Notice the key phrase "FDA current Good Manufacturing Practices" or cGMP. However, as was pointed out by another reviewer, the Kirkland product contains soy like many other omega-3 dietary supplements.I have nothing against the company Assertive Wellness. The only problem is that the product is way overpriced for generic standard unknown individual omega-3s. See my photo of other generic natural fish oils posted here in customer supplied photos. You can go to any of your local grocery store's vitamin section and look at the labels of "natural fish oil" 1,000 mg and most of the time you will see the same ingredients as Assertive Wellness and many other 300 mg total omega-3s products sold here on Amazon including Kirkland Natural Fish Oil.This is what 10 times the price of Kirkland and other "natural fish oil" products you are getting with Assertive Wellness: "food glaze, sodium alginate, stearic acid, veg. cellulose, mixed natural tocopherols, and polysorbate 80." You are paying for the cost of the enteric coating and I can't see how this is ten times more expensive than the same fish oil that is in Kirkland and other generic "18/12" natural fish oil products. The paper titled: "Effect of gastric acid resistant coating of fish oil capsules on intestinal uptake of eicosapentaenoic acid and docosahexaenoic acid" published in Journal of Functional Foods 3(2011)129-133 showed that there was no difference in absorption of EPA and DHA.If you are concerned about burping or other effects of taking fish oil, freeze the softgels and take them after your meal. This way you don't need to pay ten times the price for enteric coated encapsulated generic fish oil. This works for me. Then, if you want to participate in a clinical trial testing the effectiveness of freezing fish oil softgels, then enroll in the study "Many patients complain of fishy breath, upset stomach, or heartburn when taking the recommended amount of fish oil. A common recommendation made by pharmacists is to freeze the fish oil capsules to help decrease adverse gastrointestinal effects. Compliance with over-the-counter (OTC) fish oil is a concern considering the high number of capsules taken daily. The hypothesis of this study is that taking fish oil with milk will help lead to better patient compliance with no difference in adverse effects versus other administration methods." See ClinicalTrials.gov Identifier: NCT01471366 to sign up and get your free fish oil softgels.PIXE

The product itself is good, but the large pill size is difficult to swallow. Showing the pill size on the bottle or a picture of the pill would help. I have trouble swallowing it. You have to fill your mouth with water to get it down and be sure it is pointed down your throatl

I wouldnt recommend it these is the first time I'm using this maybe I need more time with it so that's why I'm rating it three stars

I guess it is working, I can not tell any difference but I haven't had any blood work since starting taking it

I have problems with my stomach and this is the only fish oil that doesn't upset it and I do feel an overall improvement with my joints, muscles & memory. I bought it to help lower the inflammation in my body, but noticed my memory is much sharper too. I also give it to both my dogs, one is a senior dog and he's moving much better and the texture of his coat has really improved.

I have been using this product for a few weeks. I arrived on time and was easy to order. A little expensive.

These supplements do not give me the "fishy" burping that other one did. I am glad I bought this product.

This is a great product. I previously took another source of EPA and DHA Fatty Acids and I recently found this product. It has provided me the exact benefits at a more reasonable price. The benefits of the product are numerous, one being improved mood!