The new product, Lysoforte Extend, is indicated for fat and nutrient digestion in animals and has been launched in Europe, ahead of a global launch.
“We think this product will not only maintain our leadership position but we are looking at improving our market share and at least doubling of sales [of the Lysoforte portfolio],” Karl de Bruyne, sales and marketing director, Kemin Animal Nutrition and Health, told FeedNavigator.
“The idea is to replace existing customers to bring them gently to the new formula,” he said. “And to transform non-users into users.
“The Lysoforte franchise for us is very important and this is now going to be a blockbuster,” he said.
He said Kemin was targeting a doubling of sales of the Lysoforte portfolio, which includes an array of dry and liquid products, such as Lysoforte Booster, in a three-year time period.
The US company is a privately held and doesn’t break out sales figures for specific products. Overall annual sales of its products are around $580m.
Popular everywhere but France
Lysoforte Extend, which is added to the oil or fat line during feed production, is expected to be popular in most markets, except for France, which uses less fat levels in feed compared to other countries, said de Bruyne.
“We are very successful in all countries were there is quite an important use of fats and oils,” he said. “The exception to that rule is probably France. Countries like Germany and the UK are among our biggest users.”
Kemin said the product would “address the evolving nutrition concerns of animal producers” and help farmers “control feed costs and improve profitability.”
Lysoforte Extend is made up of three molecules – lysophospholipids, monoglycerides and synthetic emulsifiers, the company said.
Advantages over rivals
Kemin claims the ratio of the molecules mean it has an advantage over competitors, leading to a more stable emulsion phase, a faster hydrolysis and more nutrients for the animals to digest.
The mode of action works the same for pigs, poultry and other animals.
“The new Lysoforte Extend builds upon the key science and benefits of the Lysoforte brand to address the evolving nutrition concerns of animal producers,” de Bruyne said.
“Customers are looking to achieve feed cost savings or lower cost per kg of animal production by reformulation or to achieve better animal performance by enhanced absorption of nutrients,” he said.
“Managing feed costs is a major factor of success for animal protein production,” said KP Philip, president of Kemin Animal Nutrition and Health. “The development of Lysforte Extend assists animal protein producers around the globe run efficient and profitable operations.”
“Beyond lab research, we conducted animal research to see how the molecular benefits of Lysforte Extend impact animals,” added Monika Bieber, lead global platform manager of Kemin. “Our studies showed improvements in feed efficiencies and performance, both leading to a higher profit for the customers.”
The product has significant marketing support behind it, said de Bruyne.
In the coming months, Kemin will launch a liquid variant of the product, with possibly more Lysoforte products to come down the line.