We started with a simple question.

Millions of people take fish oil every day. It's the most common omega-3 supplement in the world. So why do so many of them stop?

We looked into it. The answer wasn't what we expected.

The problem isn't fish oil. It's the shape.

Regular fish oil binds its omega-3s to a triglyceride molecule — a shape your body has to break down and rebuild before it can use it. That extra step wastes a good share of every dose. It's also why fish oil is prone to going stale inside the capsule, which is the real reason behind the burping and aftertaste people complain about.

This isn't a fringe theory. A peer-reviewed study out of George Washington University's School of Medicine, done with ConsumerLab.com, tested dozens of fish oil products sold in the U.S. A significant share of them failed freshness standards — meaning they couldn't reliably deliver what was on the label.

So if you've taken fish oil for years and couldn't point to a clear before-and-after, that wasn't a failure on your part. The product was working against you.

Then we found the research on krill.

In the late 1990s, a Canadian biotech company began studying Antarctic krill and found something that didn't fit the usual omega-3 model. Krill's omega-3s weren't bound to triglycerides at all — they were bound to phospholipids, the same molecule that makes up the membrane of every cell in your body.

That difference matters. Omega-3 in that shape doesn't need to be broken down and rebuilt. Your body can use it more directly.

Krill oil's natural reddish pigment, astaxanthin, does something else fish oil can't: it protects the oil from the oxidation that causes rancidity. That's part of why krill oil doesn't carry the same aftertaste problem.

Most people have never heard any of this.

Fish oil built the market. Krill oil is still the thing most people haven't been told about — not because the research doesn't exist, but because it's newer, and it's harder to find a straight explanation of it that doesn't sound like a sales pitch.

We built PureKrill to be that straight explanation, in a bottle.

What that means for the product.

Our krill is sourced from Antarctic waters — cold, and among the least polluted ocean environments left. [Every batch is tested by an outside lab before it ships.] No fillers, no synthetic preservatives, nothing added that doesn't need to be there.

We labeled it the way we'd want a label to look if it were for our own parents: plainly, with the actual numbers on it, not a proprietary blend hiding behind a percentage sign.

Where we stand today.

We're not the biggest name in omega-3s. Fish oil still holds most of the market, and it probably will for a while. But we think people deserve to know there's a real, tested, differently-built alternative — one backed by actual published research, not a marketing department.

That's what PureKrill is.