This is my favorite brand and type of fish oil because of its high content of DHA and because Nordic Naturals has such high standards for being clean (nontoxic). My family has used krill oil, too, to see if it worked better for cognitive processing/skills, focus, memory, heart, & eye health, but we prefer this product over the krill oil (which was a high quality krill oil purchased through Dr. Mercola whose articles I respect). Krill oil seems to be marketed exceptionally, & only one company (in Canada) owns the patent on Krill oil, & this company has done its own scientific research studies, but I have never seen any independent scientific research showing that krill oil is better. Thousands of research studies have been done on DHA's effectiveness from independent sources. As for the burbs... we freeze them and then take them in the middle of a meal (making sure to eat something before and after), so no burbs:) Also, we swallow the pills with a drink with our chins facing slightly downward; throwing the head back while swallowing pills is the worst thing to do. We love Nordic Naturals DHA! However, one thing I think Nordic Naturals should do is consider adding Astaxanthin to their fish oil product line to increase its anti-oxidant properties.