Our new brand identity sharpens what Saracen stands for – clarity, trust and practical expertise – so every interaction feels simpler and more confident for you and your horse, while laying stronger foundations for the future.

Why we’ve refreshed the brand

We’ve refreshed our brand and packaging to make choosing the right feed faster and clearer. What hasn’t changed is the feed itself — same formulations, same quality, same results.

• No recipe changes:
  The feeds you trust are exactly the same inside the bag.
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• Easier to shop:
  Cleaner design and clearer language mean less guesswork on the shelf.
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• Updated colour-coding:
  Some products now have a new bag colour so ranges are easier to spot at a glance.
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• Product Range Navigator:
  A simple guide on every bag (and online) that shows where each feed sits in the range and what it’s for.

• Built for today:
  The new system works better across pack, website and advice tools.
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• Rolling out from October. You’ll see new bags alongside existing ones as retailers switch over.

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What’s new on the pack (and how to read it)

We’ve simplified the front so the key facts are obvious at a glance.

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• Clear product names & colour cues to help you find your feed quickly.
• Who it’s for (horse type/workload/life stage) shown plainly on the front.
• Key nutrition call-outs (e.g., starch, oil, fibre/energy style) shown as simple icons or short lines.
• Straightforward feeding guidance with recommended rates and practical tips.
• On-pack links (QR codes) take you to fact sheets, tools and helpline details.

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What it means for you (quick answers)

• Do I need to change anything?
  No. Keep feeding your current Saracen product – same trusted formulation.
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• Why do some names look shorter/simpler?
  To reduce confusion. If a name has changed, the formula hasn’t.
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• Will my horse notice?
  No – only the bag has changed, not the nutrition.
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• How do I match old to new?
  Use our Quick Feed Finder, download the product fact sheet, or call the Nutrition Helpline (+44 (0)1622 718 487 – Mon–Fri 08:30–17:00).
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• Seeing both designs in store?
  That’s normal during roll-out; they’re the same feed.

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Bottom line: clearer on the outside, the very same Saracen nutrition on the inside. If you have questions about our rebrand or the new packaging design: rebrand@saracenhorsefeeds.co.uk

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