I would not worry about the brand as long as it has a reasonable amount of EPA/DHA. I read labels and compare EPA/DHA amounts to the price. What is more important is to start taking a decent fish oil. I find Jarrows to be a bit over-hyped and over-priced.

The krill oil is the most expensive I have seen but it is more concentrated so you have smaller gelcaps to take.

My wife takes Carlson's liquid. It is orange or lemon flavored and can be taken straight or mixed in juice. There are house brand equivalents to Carlson's at places like Vitamin Shoppe.