Deal-Fueled Omega-3 Makers Plan U.S. Ad Campaign to Revive Sales

FMC Corp., BASF SE and Royal DSM NV, which have spent about $3 billion combined on Omega-3 acquisitions, are joining forces in an industry-wide advertising campaign aimed at restoring U.S. consumer faith in the claimed health benefits of the nutritional supplement.

The industry may in December give the go-ahead on a nationwide marketing campaign, which would include in-store promotions, magazine adverts and possibly getting proponents on the lifestyle segments of “Hollywood TV shows,” said Ellen Schutt, a spokeswoman for a coalition of suppliers.