New product line for pet food

TripleNine has developed a completely new product line, which has been named Promega-3, for pet food production. So far, the new product line comprises eight different varieties, which all contain only natural ingredients, including easily digestible proteins and the healthy omega-3 fatty acids.

TripleNine's Business Development Manager, Kjeld Simonsen, is behind the development of Promega-3 and also responsible for the future marketing of this product line on both the Danish and the international markets.

- Currently, there is huge interest in giving pets - be they dogs, cats or the family pony - food which is as healthy as the family's own and this also applies to for instance functional food, explains Kjeld Simonsen. - All over the world, and especially in the US, people are very keen to provide healthy food for the four-legged family friends as well, containing for instance good, easily digestible proteins and omega-3 fatty acids, whose positive qualities for growth and health for both people and animals have long been well-documented.

The name Promega-3 is therefore a contraction of the words protein and omega-3.

Only natural ingredients in Promega-3

As these particular ingredients are found in TripleNine fishmeal, Kjeld Simonsen in August 2010 began investigating the pet food market more closely. After a positive conclusion, the development of the new product line for pet food on the basis of fishmeal began in February 2011.

- It is crucial to pet food producers that the end product contains only natural ingredients and natural anti-oxidants and Promega-3 meets these particular requirements, says Kjeld Simonsen. - Another market requirement is that the end product originates from sustainable production, which TripleNine can also document through the company's various certifications, for instance in relation to traceability and sustainability.

Now TripleNine therefore has three legs to stand on. In addition to the already familiar products for use in, respectively, aquaculture feed and feed for piglets and calves, the company now also offers products for use in the pet food industry.

- This naturally represents a strategic strengthening of the company, Kjeld Simonsen concludes.

Great market interest

- We have been introducing Promega-3 on the relevant markets since February this year and we are already experiencing significant interest in the new product line, especially on the American market, says Kjeld Simonsen.

He believes that it is only a matter of a short time before he can report that the first actual order has been received.

- However, although we have got a long way and are close to a successful introduction, both product development and market development will continue, Kjeld Simonsen stresses.

Kjeld Simonsen informs that trademark registration of Promega-3 has already been obtained in Denmark and is pending in the EU and North America.

The product line also has its own website, www.promega-3.com, with a link from the TripleNine website.

- The website targets both the professional market and the end users, who will hopefully come to identify our brand with high quality and sustainability, Kjeld Simonsen concludes.