Omega 3 fatty acids are not new on the market, actually they are well perceived as indispensable part of our healthy diet Best source of Omega 3s is fish, but since lot of people don't eat fish, there is supplement to fix this. Fish Oil has more EPA & DHA fatty acids, but indeed is leaving an unpleasant fishy burps and fishy odor from a mouth. Krill oil is not leaving any of that. It smells natural, but it's not unpleasant. Capsules are easy to swallow and there are no side effects. We love competitive offers! This is not the best Omega 3 Krill oil on Amazon, but boy it is competitive. And we do not charge big bucks ourselves. This is top product for the money.