Clyde ----- Boyd Vita-Chem is a well rounded liquid vitamin designed for fish. Some people also choose to gut load their feeders with a good quality food, right before feeding, and/or stuff pellets into frozen food. Either one of those options will remove any potential vitamin/mineral deficiencies.
With regards to the marketing campaign, while I have a vested interest in this product, I do not get paid for my comments here, or anywhere else. Not even so much as a slap on the back and an atta boy. I am every bit a hobbyist just like everyone else on this forum. Interestingly enough New Life has no marketing agents, or sales reps, and other than a couple of trade shows a year does not spend a single penny on advertising. I honestly don't know of a single other fish food manufacturer on the planet that can say that, AND have the world-wide success that New Life has achieved. Word of mouth is an amazing tool, and in the end consumers don't get stuck with the bill.
It would be interesting to know how much Hikari spends on advertising in a single year, and where those funds come from. Think about that for a moment.
Red0 - that discussion that you referred to was locked due to the pinhead that was previously banned going over the top, again, and getting banned, again. Had he not cluttered that thread up it could have carried on with little to no issues.
Also, and this is why I attempted to drive home this point earlier, if you look at the formula that you were discussing in that thread (Hikari Cichlid Gold) I have yet to have anyone explain to me how a food that contains corn flakes as its second ingredient, along with wheat flour, gluten meal, and more starch, be considered more for carnivores, than one that is based on krill, herring, and squid? Carnivores can simply not assimilate large quantities of starch.
Hikari Cichlid Gold
Fish meal, flaked corn, wheat flour, gluten meal, brewer's dried yeast, starch, enzyme, garlic, astaxantin, DL-methionine, monosodium glutamate, vitamins and minerals
Perhaps this bears repeating ........
Percentages on labels are for the most part nothing more than numbers that someone wearing a white lab coat have come up with via an in-house analysis. As an example, the crude protein % is nothing more than the total nitrogen content found in the food, it doesn't tell you anything about the amino acid content, the overall quality of that protein, or even the total digestibility of that protein. (as in the protein that your fish can actually assimilate)
An old leather boot would appear as "crude protein" on a pet food label.
In other words it is impossible to judge the quality of one food over another by simply comparing percentages found on a label.
If a fish food label shows a crude protein percent of 48%, but only 50% of that crude protein can actually be utilized by the fish, a more accurate reading for that food would be a total digestible protein reading of 24%. Even as larger carnivorous species mature, the less protein they require in their diet for growth & normal metabolic function. Of course many hobbyists are under the impression that the more protein the better, no matter what stage of life their fish is at. This is simply not true, and can ultimately lead to less than optimum water quality in ones tank. While many species of fish are capable of using a high protein diet, in some cases as much as 50-60% of that protein may be excreted into your aquarium water. Most nitrogen is excreted as ammonia (NH3) via the gills of the fish, with only approx 10% being excreted as solid waste. In other words, most of this wasted protein will never be visually seen by the hobbyist.
The main amino acid (protein) source in Hikari Gold appears to be comprised from a generic fish meal (which I would assume is why the ash content is 15%), vs a max ash content of 9% in NLS. Generic fish meal is made up from processing plant waste, heads, bones, and scales. The high mineral content leads to a high total ash content, which is basically just adding unwanted pollution in your tank. Some ash in any food is unavoidable, but IMHO 15% is excessive.
The main amino acid (protein) source in NLS is South Antarctic Krill, Herring, Squid, along with New Zealand Mussel in the flakes & Finicky Fish formula. No generic fish meal, and some of the richest & most expensive ingredients one can use for amino acid content. Also all of the meals used in NLS are comprised from whole fish, whole krill, whole squid, etc - not heads, bones, and scales.
The vitamin c content in Hikari Gold is listed as a fixed quantity (75 mg/kg) - where NLS doesn't have it listed on their label, but I can tell you that NLS contains approx 10 times the amount found in Hikari. 75 mg/kg is basically the bare minimum required by a juvenile oscar. (according to studies involving vitamin c requirements of oscars) The ironic part is that the stabilized form of vitamin c used in fish feeds is actually very inexpensive, so there's really no reason to cheap out in that area. Just as in humans, the more stress a fish is under, the more vitamin c it requires. So if a company cheaps out in areas that are already quite inexpensive, what do you think they are doing in the more costly areas of the raw ingredients? Hmmmm.
I'm not attempting to slam Hikari, but it is what it is. That's not to say that Hikari won't get the job done, in the vast majority of cases it certainly will, I just happen to believe that there are far better alternatives out there than filling a fish full of corn flakes.
New Life is indeed coming out with some new formulas, including a "monster" formula, but it's not to compete with anyone. New Life will be manufacturing all of their various formulas on site in the near future, which simply offered them a chance to expand their product line, and improve the food even beyond the quality that you currently see. In the grand scheme of things, New Life is a small family owned business, that either through the quality of their product & word of mouth, or sheer dumb luck, has become the food to beat for most other brands currently on the market, and certainly for those that are attempting to enter the fish food market. Which is precisely why these discussions seem to constantly pop up. lol