Fish oil has become one of those supplements almost everyone has heard of.

Most pet owners know it can support:
• Skin and coat
• Joints and mobility
• General wellbeing

And they’re not wrong.

A quality fish oil can be a very useful addition to a pet’s routine.

But here’s the part many people don’t realise:

not all fish oils are the same.

Fish Oil Is Only as Good as What’s Behind It

On the surface, many fish oils sound similar.

Omega-3s. Shiny coat. Joint support.

But the real quality comes down to:

• The source of the oil
• How it’s extracted
• Freshness and stability
• How well it’s absorbed
• What it’s paired with

These details are easy to overlook — but they make a real difference.

Why Omega-3s Matter

Fish oil is valued for omega-3 fatty acids, especially EPA and DHA.

These support:

• Joints and mobility
• Skin and coat
• Brain and cognitive function
• Heart and eye health
• A healthy inflammatory response

Pets can’t efficiently produce enough of these on their own — which is why they need to come from food or supplementation.

But Quality Varies More Than People Think

Not all fish oils deliver the same experience.

Some are:
• Heavily processed
• Less stable
• Harder to store
• Strong smelling or unpalatable
• Limited in what they actually support

That doesn’t make them “bad.”

But it does mean there’s a difference between a basic oil and one designed to offer more complete support.

Why the Source Matters

One of the biggest differences is where the oil comes from.

At Newflands, we use New Zealand hoki oil.

Hoki is a deep-water fish from the clean waters around Aotearoa New Zealand, naturally rich in EPA and DHA.

That matters because:

• Quality source = better oil
• Traceability = more confidence
• Clean, mild oil = easier daily use

Consistency matters — and your pet needs to actually take it.

The Bit Most People Miss: Fish Oil Is Vulnerable

Omega-3 fatty acids are delicate.

They can degrade when exposed to:
• Heat
• Light
• Oxygen

Which means freshness, storage, and formulation matter more than most people realise.

Seeing “omega-3” on a label doesn’t tell the full story.

Why Pairing Matters

A great supplement doesn’t just include good ingredients.

It combines them in a way that makes sense.

We pair hoki oil with natural astaxanthin — a marine antioxidant found in salmon and krill.

Why?

Because:
• It supports cellular health
• It works alongside marine oils
• It helps support oxidative balance

And importantly — it’s fat-soluble, so it works naturally with the oil.

I started Newflands with hoki oil because I had seen, through my own dogs and years around pet owners, that quality matters. A pet owner should not have to guess whether an oil is fresh, traceable, carefully handled, or suitable for daily use. For me, fish oil has never been about chasing a generic omega-3 label. It has always been about choosing the right source and respecting how delicate marine oils really are. I have fed this to generations of my Newfoundlands, starting with Rosie.

Why Omega-i Is Different

Omega-i isn’t just fish oil in a bottle.

It was created to provide broader daily support.

• Hoki oil → omega-3 support
• Astaxanthin → antioxidant support

Together, they support:

• Mobility and comfort
• Skin and coat
• Vitality
• Healthy ageing
• Overall wellbeing

Not just one pathway — but multiple connected systems.

 Learn more about Omega-i 

Common Questions About Fish Oil for Pets

Are all fish oils the same for pets?

No. Fish oils can vary by fish species, source quality, freshness, processing, storage, stability, palatability, and what they are paired with. Seeing “omega-3” on a label does not tell the full story. For daily pet support, the quality and handling of the oil matter as much as the ingredient itself.

What makes a good fish oil for dogs and cats?

A good fish oil should come from a clear, traceable source, be handled carefully to protect freshness, and be easy for your pet to take every day. Look beyond the word “omega-3” and consider the fish species, oil quality, storage advice, smell, taste, and whether the product has been thoughtfully formulated for pets.

Why does the source of fish oil matter?

The fish species, water source, traceability, and handling all affect the quality of the finished oil. A clear source gives pet owners more confidence about what they are feeding every day. At Newflands, we use New Zealand hoki oil because it is a naturally rich marine source of EPA and DHA and fits our focus on quality, traceability, and responsible pet wellness.

Does fish oil go off?

Yes. Fish oil can degrade when exposed to heat, light, and oxygen. This is why freshness, packaging, storage, and careful handling matter. A poor-quality or poorly stored oil may not give the same support as a fresh, stable oil designed for daily use. Keep fish oil away from heat and follow the storage directions on the bottle.

Why does Newflands use hoki oil?

Newflands uses New Zealand hoki oil because it is a quality marine source of omega-3 EPA and DHA, and it fits our focus on traceable, thoughtful pet wellness. For us, fish oil is not just about adding “omega-3” to a label. It is about species choice, source quality, freshness, storage, and whether the product is something pets will actually take consistently.

Why This Matters for Pet Owners

Most people don’t want to become supplement experts.

They just want to know they’re giving their pet something worthwhile.

Something:
• Clean
• Thoughtful
• High quality
• Easy to use
• Actually beneficial

Because when you’re adding something every day, it’s worth knowing whether it’s simply “fish oil”… or something designed to do more.

Because sometimes the bit most people miss is the bit that makes all the difference.

You may also find these helpful:

Learn more about Newflands Omega-i

Explore Newflands Hoki Oil

About Fiona and Newflands

Further reading

Marine Stewardship Council: New Zealand hoki

Is Your Fish Oil Actually Safe? What Most Owners Miss