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News and analysis on the global poultry
and animal feed industries.
Industry News & Trends
on January 12, 2017

Anpario is rebranding in 2017

Anpario to become customer facing brand, replacing Meriden Animal Health, Optivite and Kiotechagil

A transformation of the U.K.-founded companies Meriden Animal Health, Kiotechagil and Optivite into the Anpario brand will take place throughout this year. Anpario is set to become the customer facing brand for all 3 companies, having previously remained in the background as the parent company.

Meriden, Kiotechagil and Optivite were acquired by Anpario between 2006 -2012, having each been trading for over 25 years in the global feed additive industry. Since acquisition, the companies have been through a rigorous internal integration process with Anpario making gradual internal changes to combine and standardise systems and processes. The next step for Anpario is to begin to phase out the three brands from the global feed additive market place.

Richard Edwards, CEO, Anpario, said: “Consolidating to a single company brand will enable the company to communicate more effectively and clearly in terms of our corporate vision, philosophy and values, as well as concentrating more marketing and R&D spend behind one brand rather than three.”

Revitalizing the Anpario brand will strengthen its global presence and increase traction in the market.

The new concept will be applied globally including the subsidiaries in China, Brazil and USA.

The product portfolios from Meriden, Kiotechagil and Optivite will now fall under the Anpario brand identity. Focusing on one company brand will allow Anpario to build more equity in its key products.

The portfolio of innovative products work in harmony with the natural aspects of the animal’s biology to promote healthy growth. The portfolio is divided into four product categories, Eubiotics, Feed Security, Orego-Stim will be brought in line with Eubiotic range of products, but will retain its recognizable logo, as shown below.

Richard Edwards, CEO, Anpario plc, commented “Anpario’s products work in tune with nature’s inherent processes to support production of safe and economic food for a growing global population.”

The benefits of Anpario’s products have not only demonstrated their value to the animals that have consumed them, but also to the progeny that they produce.

The new branding concept will be launched on a regional basis throughout 2017, with the main launch taking place at VIV ASIA 2017, March 15 -17.

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