SPOTTED

We have put together a list of species which have benefitted from the New Era diet. It will be an ongoing project.

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GOING SOFT

Fancy working up an appetite for sawdust or bricks? You will not find them on New Era Aquaculture's menu as their latest innovation turns the tide on pellet production.

While manufacturers produce flakes for this-that-and-the-other species of fish where is the innovation of feeding media? Finally, New Era Aquaculture have addressed this dilemma and launched their very versatile marine pellet product.

A soft pellet.

Over the last eighteen months marine fish throughout the UK have tasted, felt and shown the benefits of following New Era's Technical Feeding Strategy available in Flake and Spray formats; feedback from retailers and customers and even magazine panels has indeed been encouraging. In order to complete the set though, pellets became a 'must'.

After much prompting and support from their retailers New Era recently got the chance to put some thinking time into 'The problem with pellets is?'. Not only did they launch their ground-breaking Liposome Sprays for frozen foods eighteen months ago but have now come up with a palatable pellet guaranteed to tempt out even the most reserved little members of your tank, those that you thought you may have even lost!

With an innate understanding of fish biology, physiology, psychology and over twenty years in aquaculture Mark Wilson and his team have now reinvented their bar-raising Marine Flakes into an extruded pellet formulation. Now the benefits of using New Era's Marine Flakes can be enjoyed by more and larger tropical marine species.

Using the same dietary profile as New Era's Marine Flakes, the formula of whole natural ingredients and a tailored mineral profile has been modified to incorporate components that allow the ingredients to combine to a putty-like consistency. Extruded to diameter of 2mm and length of 4mm these soft pellets are ideal for a variety of feeding applications; in particular this small size is ideal for use in automatic feeding machines while others may prefer to mould a quantity into a larger ball to adhere to the sides of their tanks.

Marine Pellets have been designed to enhance colouration and keep your fish in peak condition by using natural carotenoid pigments and high quality proteins specific to the natural diet of marine species. The innovative formula also 'locks in' nutrients until consumed ensuring that leaching is kept to a minimum and that your fish are maximising the value of their food and minimising effluent pollution.

The pellets have an instant aroma that has been proven to be enticing to the shiest of gobies while the texture is plainly irresistible to all omnivorous tropical marine species especially those whose feeding routine is usually pellets.

Marine Pellets are available in 150g pots from Specialist Retailers around the UK, check out New Era's website for a full list of Retailers.

Fish Make the Catwalk

And this time big and vibrant is beautiful!

It has been one year since New Era Aquaculture Ltd launched their debut diets for Tropical Marine Fishes, revolutionising the design, manufacture and even application of feeds for the Marine hobbyist and indeed - Aquaria.

Last year saw the blue wave and sleek black packaging shake the industry as the market took stock of the latest player to carve a niche onto the retailers’ shelves. Many thought it was just a fad but with over 200 specialist marine stores now stocking New Era’s technical feeding products, a year on, the New Era Brand has now been elevated to ‘la mode’ status on the grapevine!

However, it’s not just about the chic packaging, feedback from retailers and their customers have proven that New Era’s ‘Technical Feeding Strategy’, a strategy that uses three different blends of flake in rotation, has had a marked improvement on the welfare and vitality of their fish.

Chris Aslet from Reef Ranch, Leeds says “New Era has taken the guess work out of the hobby. If you choose a New Era product you can rest assured that these will out-perform all other similar products on the market. Many hobbyists wish to provide the very best for their “animals”; with a New Era product you are doing just that!”.

The introduction of New Era’s Marine Liposome Sprays has brought ‘hi-tech’ innovation to fishkeeping: their fresh approach now means that nutritional enhancements can be incorporated into the feeding routine of the frozen food enthusiast.

New Era’s lipid technology acts as a carrier and binding agent that enables the nutrients to adhere to thawing food and enhance its nutritional value without leaching into the tank water. The value of the product being consumed and therefore not lost in filtration! A product already on the cutting edge of aquatic innovation, it too can be used in rotation with two other lipid formulas to support the fishes’ immune system - a handy three-part-set.

The latest complement to the New Era ‘collection’ saw a swathe of green make an appearance at the GLEE exhibition in September when their Tropical Flakes made a much anticipated and bold entrance into the market place.

Safe in the knowledge that the New Era diet ‘designers’ have a fine track record and plenty of expertise in the area of fish health and nutrition, tropical fish retailers and enthusiasts were eager to have a piece of the action. New Era’s Tropical Flakes are now available in 50g and 250g sizes and even though palatable to the most discerning tastes, they also mark the beginning of designer labels for cichlids and discus.

With nearly three decades of experience in aquatic nutrition, the people at Taunton Aquarium were surprised at the quality of New Era Aquaculture products. “They’re the best flakes I’ve sold in 28 years of working in aquatics.” Comments Mark Strawbridge “You’ll notice a difference in days. I let all my customers know what great products they are.”

Winter may be drawing in but the future’s bright for New Era and the aquatic fashionista as these technical diets make an indelible impression in Aquatic Retailers’ stores throughout the UK; this fad certainly looks here to stay!

New Era at GLEE
[Click for a larger image]

A New Tropical Product Will Have the Fish Thriving

A Doncaster company boss says that we should spend as much time thinking about the diets of fish as we do our own.

Mark Wilson, managing director of New Era Aquaculture, based in Thorne, South Yorkshire, adds: “What people feed their fish is extremely important and we should never overlook the importance of giving them properly balanced food. In this respect, their needs are the same as ours.”

His company has developed a new diet for tropical freshwater fish, drawing on over 20 years of ornamental aquaculture experience, and the product is due to be launched at the GLEE exhibition in Birmingham next month (September).The introduction of the tropical flake follows the fantastically successful launch of New Era’s marine range and technical feeding strategy last year, which indeed proved to fill a void in the marketplace. With over 150 specialist marine retailers throughout the UK now stocking their marine range and the enthusiastic uptake by hobbyists and public aquariums, the company responded to demand from the tropical sector for a high quality technical tropical freshwater flake.

Mark said: “What and how people feed their fish is of paramount importance as the right components in the right format can influence not only general health and well-being, but,also vitality and colouration. “At New Era we aim to provide technical diets that incorporate the latest technological advancements complementing current dietary knowledge in the field. As a result, we have made significant impact in the market by initially catering for the specialist marine fishkeeping enthusiast and aquaria, and we now hope to filter this expertise into the tropical arena.”

New Era’s tropical flakes are made from only natural ingredients and preservatives, and provide a unique mineral profile that has been exclusively formulated by New Era. They are a rich source of high quality protein and lipids to offer a complete balanced diet for tropical freshwater fish.“Our tropical flakes are scientifically designed to cater for delicate feeders and we are sure that we have created a formula that is irresistible to all community fish and South American species, including guppies, angels, tetras and discus.”

Mark adds: “We will be launching our tropical flake product at GLEE in September when we exhibit our products in the Petindex section. We are really looking forward to the launch as we know that our UK retailers are eager to get their hands on it and we are sure that it will generate a lot of interest in the Public Aquaria and tropical fish hobbyists market.”

GLEE sees the garden, leisure and pet industries gather at the NEC Birmingham every September to keep up to date with the latest product launches and retail ideas and network with contacts within the industry. The event takes place from September 17 – 19, attracting over 25,000 visitors and has 1,700 exhibitors across 12 product sectors.

An integral part of New Era’s business is their ongoing research and development, particularly in the areas of fish health and nutrition. Mark has been involved in numerous international breeding projects and believes that balanced diets are the foundation for successful projects.

New Era will be available at GLEE Stand no. G39 Hall 4

Reinventing the Flake

A feast in store for herbivorous fishes!

After the successful launch of their new technical feeds and supplements range last year the Product Design team at New Era Aquaculture have formulated a veritable feast for herbivorous tropical marine fishes.Having over 20 years research and development experience of marine ornamental aquaculture the team at New Era know all-too-well the difficulties of obtaining a complete balanced feed that satisfies all the requirements for healthy herbivorous fishes within one product.The quest to formulate a technical herbivorous flake food thus emerged, which soon brought to light why there was a dearth of such products on the market. The main obstacle Mark Wilson and the team faced occurred during the flaking process itself, as marine algae do not tend to bind well in this format. Undeterred the team took a scientific approach to solving this problem and set about reinventing ‘The Flake’ by focussing on the algal properties which would allow the ingredients to be processed in a way that would also retain their nutritional qualities. They had also decided that it was a prerequisite that the final product should cater for the particular requirements of bottom-dwelling species and the peculiar palate of delicate feeders which had implications regarding the type of ingredients required.

Enough of the science what’s in it for the fish? New Era’s Herbivore Flakes contain a blend of five algae’s that have been sourced from around the globe and chosen for their capacity to cater for the requirement of the many differing herbivorous species.The formula provides the essential protein profile which is no mean feat when talking green stuff!

It contains natural pigments, sourced only from algal sources, to restore vivid colouration and is complemented by New Era’s own combination of minerals and vitamins that will overcome any variation and seasonal availability of algae.Trials of the flake were quick to discover that even the most delicate palate was keen to try the samples within seconds and further study revealed dramatic recuperation of colour and vitality, see pic below of clarity of the eye.This new product extends the Marine and Aegis range of technical feeds and supplements for coral reef fish, all of which are available in 30g pots and 200g pails plus a spray for frozen foods, which were launched late last year. For further information +/or photographs please contact:

Shelley Cockayne
Marketing Coordinator
New Era Aquaculture Ltd
1b Coulman Street Ind Est
Coulman Street
THORNE
DN8 5JSTel: 07737 816 466

Doncaster company nets trade success at major international exhibition