A new line of horse feed will be hitting stores in early June, crafted by Pennfield Equine Feed Technologies. Called Ultra, it’s a life-cycle feed, with multiple formulas organized into four different bag designs to make picking the right feed a snap.
Ultra replaces the former Phase Feeds line, and is similar enough in formulation throughout the line that little or no feed-changeover period is required for those already feeding a Phase feed who are switching to the new Ultra feed that replaces it.
Easy choices for feeding your horse
Ultra, a life-cycle feed, with multiple formulas is organized into four different bag designs to make picking the right feed a snap.
As the most credentialed feed in the world, Pennfield has long been the go-to feed for those passionate about equine nutrition. However, the depth of nutritional design that goes into each Pennfield feed “can be a little overwhelming to the horse owner who just wants to choose a feed and get on with it,” said Carl Dern, vice president of sales and marketing for Pennfield.
“That’s why we invested heavily in a new bag design that is boldly color-coded, and spells out which formula is for which kind of horse right on the front. On the back, we get deeper into nutritional information and cover the other lines so those who are interested have everything they need to make the right choice. We currently have 32 different formulas for a reason… optimum nutrition is never one-size-fits-all, so our range of feeds are carefully designed to offer a virtually custom diet for each horse’s needs.”
- Ultra Breeder comes in a blue bag, and customers need only look at the feed tag to choose between Foal’s Choice, or Broodmare and Yearling’s Choice.
- Ultra Adult comes in a red bag, with the feed tag specifying Pleasure Choice or Performance Choice, offering a choice of calorie levels for idle versus light-to-moderately worked adults.
- Ultra Senior comes in a bronze bag, with the feed tag specifying Senior’s Choice, or Senior’s Energized Choice, depending on teeth quality and calories needed.
- Ultra Balancer comes in a green bag, and has only one formula, a ration balancer or easy-keeper feed. Similar to its predecessor All Phase, Ultra Balancer is a pelleted ration fed in very small daily amounts to provide full vitamin and mineral support with minimal calories. Perfect for minis and “air fern” type horses fed alone, it can alternatively be used to fortify plain cereal grains such as oats for horses who need a more regular caloric ration.
To provide additional visual cues for easy identification of the right formula, each bag has a clear window on the front and sides to reveal what the feed inside looks like. “We hear all the time that our feeds look and smell good enough to eat as our own cereal,” laughed Tami Jones, brand manager for Pennfield. “And those who’ve toured our mill know it’s true! Although we can’t reveal the yummy smell in sealed packaging, at least we can show how good it looks, and it will certainly give our customers an easier way to grab their favorite and go.”
Ultra was formulated by noted equine nutritionist and physiologist Dr. Carey Williams. In addition, as a Preliminary-level eventer in her spare time, she understands first-hand the effects of nutrition on high-level performance. “Dr. Williams is an outstanding new resource to our team,” said Mr. Dern. “As the leading science- and performance-driven equine feed producer in the United States, it is critical that we continue to leverage the latest developments in exercise physiology and nutrition to craft new and better answers to our customers’ needs and problems.
Having an active and award-winning university researcher developing new formulations for us will be key to building future success from that of our past.” Dr. Williams joins the Pennfield team upon the ending of a 16-year relationship with KER.
“I am honored to be a part of Pennfield,” said Dr. Williams. “Like many, I admire Pennfield for its commitment to consistency, uncompromising quality, and science. I am ready for the challenge of creating the next great formulations for the Pennfield portfolio of nutritional solutions.”
Beyond the new Ultra line of feeds, Dr. Williams will be working on other new feed formulas, while the marketing team redesigns the bags for existing feeds such as Gold Medal and Specialty, to make them easier to read and select the right feed.
For more information, about Pennfield, the world’s most credentialed feed, please contact Tami Jones, Pennfield brand manager, at 800-995-0333 x8735.
About Pennfield
Founded in 1919, Pennfield is a widely respected, family-owned feed company headquartered in Lancaster, Pennsylvania that is honored to have legendary riders like the O’Connors and Davidsons as loyal customers for decades. Now expanding coast to coast, Pennfield is proud to have added top California riders like Guenter Seidel, Jennifer Wooten-Dafoe, Tamra Smith, and Susie Hutchison as Promise Partners. Widely respected as the most credentialed feed in the world, Pennfield was selected to feed the United States team horses in the last five Games (’02 Jerez, ’04 Athens, ’06 Aachen, ’08 Beijing, ’10 Lexington) and in 2008 was named the Official Horse Feed of the U.S. Equestrian Federation. Pennfield is known for using only the finest, most consistent feed ingredients, formulations based on years of research, and proprietary manufacturing techniques that ensure maximum nutritional density so you can feed less.