AstaReal targets pet food market with new collaboration

Friday, October 21, 2022 by AstaReal

Supplier IQI Trusted Pet Food Ingredients optimizes access to AstaReal’s astaxanthin product NOVASTA® EB15 for the European industry.

Nacka (Sweden), October 2022 – AstaReal, the global pioneer in astaxanthin production and related research, announces a new strategic partnership with IQI Trusted Pet Food Ingredients, a supplier of premium inclusions. Thus, its recently launched science-based pet food formula NOVASTA® EB15 will be available more easily on the European market for the enhancement of animal health.

The partnership will combine and maximize the strengths of both companies. AstaReal will provide its health-promoting astaxanthin product NOVASTA® EB15, while IQI Trusted Pet Food Ingredients will act as a growth engine for European sales. IQI is based in the Netherlands with a European storage location and sales offices in other countries, and thus can easily deliver to pet food manufacturers all over Europe.

“We are very happy to work with IQI Trusted Pet Food Ingredients, as their team has a large amount of market and customer information, and strategic insight, which enables us to respond quickly to potential customers in this industry,” says Peter Ahlm, Marketing & Sales Manager at AstaReal AB. “The pet food industry is a huge growth hub for us.” Before expanding together into the European market, AstaReal has already had success with astaxanthin in pet food in the US.



NOVASTA® EB15 is AstaReal’s latest offering for feed and pet food. Its health-enhancing effects are derived from natural astaxanthin – one of nature’s most powerful antioxidants obtained from microalgae Haematococcus pluvialis. Multiple scientific studies show its various benefits for animals, where it improves, for example, endurance and attentiveness, and supports eye health and immune response. In NOVASTA® EB15, astaxanthin is encapsulated to maintain its antioxidant power, particularly in challenging formulations.

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