Review: Easy to swallow, unlike the huge fish oil pills with their thick shells) Also there is no after taste or burping. . I take 2 a day one in the AM and one in the afternoon. What I really like about this Omega is that it is a pharmaceutical strength but it has been purified to remove any traces of cholesterol. I have not tested my blood yet to see the effects but I had found that taking other fish oils that contained cholesterol were actually elevating my cholesterol ( even though my HDL, the good cholesterol had gone up, which is a good thing). In any case i feel more confident in taking an omega that has been purified of toxins and cholesterol that are typically found in the run of the mill fish oil pills.