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Calibra superpremium 2016 – what‘s NEW?

Published byEvelyn Hancock Modified over 7 years ago

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Presentation on theme: "Calibra superpremium 2016 – what‘s NEW?"— Presentation transcript:

1 Calibra superpremium 2016 – what‘s NEW?
Technical details Martin Cech

2 What‘s NEW? NEW DESIGN New visual language of the brand...Current main element: The NEW one: Support: the graphic manual /helps to create globally compatible materials/

3 What‘s NEW? Package design and material (better quality, compatibility with VD range, top zipper, side handle), new weights, color code compatible with „old range“ (r)evolution

4 What‘s NEW? New product groups (3) within the range, incorporated to the main logo and also the color-code Hypoallergenic (related to age/life cycle and size cathegory)

5 What‘s NEW? New product groups (3) within the range, incorporated to the main logo and also the color-code Expert nutrition (related to special nutritional requirements)

6 What‘s NEW? New product groups (3) within the range, incorporated to the main logo and also the color-code Grain free

7 What‘s „IN“? Upgrade of current recipes
0% wheat, 0% soy, 0% dairy, 0% maize, rice or/and potato only „LOW GRAIN“ majority of recipes excl. GF = better palatability = better digestibility = gluten free „GRAIN FREE“ = 5 products for dogs = 2 products for cats

8 The big 4 gluten, casein, soy and corn are reffered to as „The big 4“ = „The four horsemen of the apocalypse“ can lead to „interesting“ medical miracles, idiopathic pathologies interesting studies proving negative effects on certain physiological processes – allergies, intollerances, deficiencies of essential nutrients milk protein /alpha s1 casein/ is referred to as one of strongest allergens soy is the basis for the production of certain type of glue, also the basis for medicaments for the hormonal treatment due to high level of estrogen-like agents soy protein is still plant origin – missing important essential AAs

9 The big 4 to be continued... however :o)
the gluten is referred to have exceptional protein quality, perfect digestibility /when hydrolysed/ wheat&soy&corn hugely used by global players as a basis of their products /first places in declaration – see later/ clear informations proved by general recognised studies can be waited in the future BUT the lobby is strong & pressure on production prices as well = this is the reason for long and unclear discussions

10 Upgrade of current recipes – end of „Big 4“
Higher meat content & higher percentage of animal origin inputs Dog EN Energy – 51% meat content, 66% inputs of animal origin Cat GF Adult Superior – 60% meat content, 72% inputs of animal origin Grain content in low grain: dogs 42,7% to 27,4%, cats 49,6% to 26,3%, rice only!!!

11 Farmina Low Grain Farmina Low Grain PP still significantly higher per kg! = we still offer perfect quality for reasonable price!

12 The major source of protein = animal protein
What is Calibra made from? – one of the most frequent questions... High quality meat meal is the basis /first places in declarations/ of all Calibra recipes /also PREMIUM!/ OK, but what is it high quality meat meal? Defined by high protein and low ash content = directly shows You what is the meal made from! Using the „mess“ would push the ash dramatically up and digestibility even more down! What is it „dehydrated chicken“? This is the chicken meal freshly prepared from selected parts of animal = higher moisture, higher oils, high palatability and digestibility, 24 hour production cycle, made near to the production plant

13 & new recipes and protein sources added
The list of new recipes: Dog range Calibra Hypoallergenic Puppy Chicken Starter&Puppy Lamb&Turkey Junior Medium Breed Lamb&Rice 14kg, 3kg Senior Medium&Large Breed Chicken Calibra Expert Nutrition Calibra EN Oral Care 12kg, 2kg Salmon&Potato Calibra EN Sensitive Salmon&Potato Calibra Grain Free range - Calibra Junior SB Duck&Potato 7kg, 2kg - Calibra Adult S&M Breed Salmon&Potato 12kg, 2kg - Calibra Adult SB Duck&Potato 7kg, 2kg - Calibra Adult LB Salmon&Potato 12kg, 2kg - Calibra Senior SB Duck&Potato 7kg, 2kg

14 Calibra complete grain free SB SOLUTION
small breeds – gaining importance differences from other breeds GI – short long-life /teeth, joints/ problems connected with „urban“ style /obesity, stress/ small daily feeding amount = breeders are able to pay more for 1kg DUCK&POTATO GF Junior DUCK&POTATO GF Adult DUCK&POTATO GF Senior

15 & new recipes and protein sources added
The list of new recipes: Cat range Calibra Hypoallergenic Senior&Light Turkey&Rice 7kg, 2kg Calibra Expert Nutrition Calibra Cat Neutered Calibra EN Sterilised 7kg, 2kg Calibra cat Grain Free Range - GF Adult Superior 7kg, 2kg - GF Sensitive Salmon&Potato 7kg, 2kg

16 & enhanced palatability
Significant palatability update especially in the range for cats! new „palatability“ enhancing system combining hydrolysed poultry liver in the liquid form /used by the extrusion process/ and the powder form /applied at the end of the production process, after extrusion/ palatability studies on more different combinations, one showed the best results = present also in the clinical diets cat range where we already have one year of positive experience in practice!

17 & new functional additives and higher concentrations
Sea algae – rich in Omega 3, chlorophyll, minerals The mix of herbs and fruits (orange, rosemary, parsley, thyme) by dogs

18 & new functional additives and higher concentrations
Blueberries /“king of antioxidants“/ &Blackcurrant /“vitamin superstar“/ by cats Dehydrated spinach by dogs – source of alpha lipoic acid /antioxidant/, iron, beta carotene, potassium, vit. A and C

19 & new functional additives and higher concentrations
New GI health supporting formula – new fibre&prebiotic structure = beet pulp + FOS + MOS + beta-glucans + apple + yucca

20 & joint care balanced Ca:P ratio /respects FEDIAF recommendation/
balanced protein&energy content especially by the junior large breed cathegory organic/chelated minerals /selenium, copper, zinc/ balanced Omega 3 FFA /by Salmon oil&Sea algae addition/ balanced antioxidative vitamin complex /E, A, D/ + herbs&fruits chondroprotectives /chondroitine&glucosamine/ - discussions about effectivity – see the Brian Beale‘s article Beale, B.S., Use of nutraceuticals and chondroprotectants in osteoarthritic dogs and cats. Vet Clin North Am Small Anim Pract, (1): p , viii

21 Calibra HA Adult Medium Breed Chicken
„Old“ product: Composition: poultry and poultry by-products (>25%), rice (21%), corn, poultry fat, dried apples, corn gluten, poultry protein hydrolyzed, brewer´s yeast, natural flavors, salmon oil (2%), mannan-oligosaccharides (150 mg/kg), fructo-oligosaccharides (100 mg/kg), chelated copper, chelated zinc, organic selenium, yucca schidigera extract (80 mg/kg) Basis: chicken meal, rice, corn Daily feeding amount: 10kg /135g, 15kg/180g, 20kg /225g, 25kg /265g, 30kg /305g New product: Composition: chicken meal (21%), dehydrated chicken (20%), rice, brewer´s rice, poultry fat (preserved with natural tocopherols), dried beet pulp, yeast, hydrolyzed chicken liver (2%), salmon oil, sea algae, dehydrated apple, dehydrated spinach, mix of herbs & fruit (orange extract, rosemary, parsley, thyme mg/kg), prebiotics (mannan-oligosaccharides 120 mg/kg, β-glucans 100 mg/kg, fructo-oligosaccharides 70 mg/kg), yucca extract (80 mg/kg) Basis: chicken meal and freshly prepared chicken meal, rice Daily feeding amount: 10kg /125g, 15kg /170g, 20kg/210g, 25kg/250g, 30kg/285g

22 Calibra HA Adult Medium Breed Chicken
Calibra Adult Medium Breed Chicken Royal Canin Medium Adult Hills Ideal Balance Adult Eukanuba Adult Medium Breed Chicken Chicken meal (21%), dehydrated chicken (20%), rice, brewer´s rice, poultry fat (preserved with natural tocopherols), dried beet pulp, yeast, hydrolyzed chicken liver (2%), salmon oil, sea algae, dehydrated apple, dehydrated spinach, mix of herbs & fruit (orange extract, rosemary, parsley, thyme mg/kg), prebiotics (mannan-oligosaccharides 120 mg/kg, β-glucans 100 mg/kg, fructo-oligosaccharides 70 mg/kg), yucca extract (80 mg/kg) Dehydrated poultry protein, maize flour, maize, wheat flour, animal fats, dehydrated pork protein, wheat, hydrolysed animal proteins, beet pulp, fish oil, soya oil, yeasts, minerals, hydrolysed yeast (source of manno-oligo-saccharides) Chicken, Brown Rice, Brewers Rice, Barley, Chicken Meal, Oats, Chicken Fat, Pea Protein Concentrate, Flaxseed, Dried Beet Pulp, Chicken Liver Flavor, Lactic Acid, Vegetable & fruit blend (Green Peas, Apples, Cranberries, Carrots, Broccoli), Potassium Chloride, Iodized Salt, Choline Chloride, vitamins, minerals (Ferrous Sulfate, Zinc Oxide, Copper Sulfate, Manganous Oxide, Calcium Iodate, Sodium Selenite), Taurine, Mixed Tocopherols for freshness, Beta-Carotene, Natural Flavors. Dried Chicken And Turkey (28%), Wheat, Maize, Animal Fat, Sorghum, Barley, Dried Beet Pulp (2.9%), Hydrolysed Animal Proteins, Dried Whole Egg, Potassium Chloride, Fish Oil, Sodium Chloride, Sodium Hexametaphosphate, Calcium Carbonate, Fructooligosaccharides (0.29%), Linseed

23 Calibra Hypoallergenic Starter&Puppy Lamb
„Old“ product: Composition: poultry and poultry by-products (>35%), rice (21%), corn, poultry fat, dried apples, corn gluten, poultry protein hydrolyzed, natural flavors, salmon oil (2%), brewer´s yeast, mannan-oligosaccharides (150 mg/kg), fructo-oligosaccharides (100 mg/kg), chelated copper, chelated zinc, organic selenium, yucca schidigera extract (80 mg/kg) Basis: chicken meal, rice, corn New product: Composition: lamb meal (27%), rice, turkey meal (16%), brewer´s rice, poultry fat (preserved with natural tocopherols), dried beet pulp, yeast, salmon oil, hydrolyzed chicken liver (2%), sea algae, dehydrated apple, dehydrated spinach, prebiotics (mannan-oligosaccharides 150 mg/kg, β-glucans 125 mg/kg, fructo-oligosaccharides 90 mg/kg), mix of herbs & fruit (orange extract, rosemary, parsley, thyme mg/kg), yucca extract (85 mg/kg) Basis: lamb meal, rice, turkey meal

24 Calibra Hypoallergenic Starter&Puppy Lamb
OLD Puppy: 42% meat content, 54% animal origin declared for 2-6 months New Puppy: 45% meat content, 59% animal origin, different protein sources upgraded prebiotic structure beta-glucans declared as starter&for puppies&for pregnant&lactating bitches – wide area of use, will be appreciated by breeders

25 Calibra Hypoallergenic Cat Adult
„Old“ product: Composition: chicken, rice, corn, chicken fat (preserved with mixed Tocopherols, a source of Vitamin E), salmon oil, chicken protein dehydrated, natural flavors, dried apples, brewer’s yeast, yucca schidigera extract, minerals, mannan-oligosaccharides (150 mg/kg), fructo-oligosaccharides (100 mg/kg) Basis: chicken meal, rice, corn New product: Composition: dehydrated chicken (22 %), rice, chicken meal (16 %), rice bran, poultry fat (preserved with natural tocopherols), dehydrated apple, hydrolysed chicken protein (4 %), salmon oil (2 %), hydrolysed chicken liver (2 %), yeast, dehydrated blueberries, dehydrated black currant, prebiotics (mannan-oligosaccharides 120 mg/kg, fructo-oligosaccharides 80 mg/kg), yucca extract (70 mg/kg) Basis: freshly prepared chicken meal, rice

26 Calibra expert Nutrition Mobility
Current Mobility /chicken, rice, corn/: glucosamine – 420mg chondroitine – 260mg NEW EN Mobility /chicken, rice/: glucosamine – 1000 mg/kg chondroitine – 650 mg/kg MSM – 150 mg/kg Boswellia – 90 mg/kg Omega 3 – 0,42%

27 Calibra expert Nutrition Oral care
special shape for mechanical cleaning sodium hexametaphosphate 950 mg/kg /calcium binder in oral cavity/

28 Calibra Cat GF Superior
combination of more superior protein sources /chicken, salmon, herring, turkey/ Calibra‘s record - highest meat content ever best palatability

29 Superpremium cans for dogs 400g & cats 200g

30 Superpremium cans for dogs 400g & cats 200g

31 Superpremium cans for dogs 400g & cats 200g
Main features: - complete food 100% defined composition and protein sources 3 single-protein products for dogs, 3 single-protein products for cats made from fresh ingredients only! cooked only once /broth coming solely from ingredients in each tin/ Made in Germany range covering the most important needs dogs - GF except of Puppy&Junior LG with brown rice products for cats = all GF

32 ALL GRAPHIC MATERIALS AVAILABLE

33 Thank You very much for Your attention!
There will be offered special „private“ training for people dedicated to Calibra to prepare them for their role of local technical support /aimed at new superpremium and veterinary diets range, nutrition/ The first will be organised for Ireland and probably Great Britain in Czech Republic, the date will be clear soon = Your specialists can also join!

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