Smell (Irrelevant to effects)
Because of the cod liver oil base (which uses both plain and fermented cod liver oils to promote skin, coat, eye, heart, and brain health in companion animals), the oil has a pronounced fishy odor that some of our humans found a little off-putting — the pets were not deterred.
The odor is only intense up close; as long as it’s kept at an arm’s length while being added to food or treats, it’s not too offensive. The scent won’t linger on your furry friend’s breath, either, so their mouths won’t smell (any more than usual, anyway) after consumption.
Taste (Irrelevant to effects)
The taste of the oil is decidedly fishy (our feline friend Ivan could not get enough of it), owing to the fermented and plain cod liver oils it uses as a base. The oil’s flavor was very appealing to cats, but our food-suspicious canine test subject Max took some time to come around to it.
We should note that Max is super picky (like, 12/10 picky), and this is not likely to be a problem for the majority of dog owners, but very choosy or sensitive companions might need to be exposed to it multiple times to get fully on board — or at least tolerate it without a fuss.
If at first you don’t succeed, keep trying (or get crafty; the oil can absolutely be hidden in foods like cheese, peanut butter, or Max’s favorite, Vienna sausages).