APC Inc., a global manufacturer of functional proteins, unveiled its rebranded line of Lifeline colostrum products for newborn dairy and beef calves in October at the World Dairy Expo in Madison, Wis.

“Rescue” complete colostrum replacer (formerly branded as Acquire) is for calves that need immediate nutrition after birth. ”Protect” colostrum supplement (formerly branded as Lifeline) is for calves that need an extra boost of nutrition in addition to colostrum. 

Rescue now is packaged in a red, quart-sized container, which indicates it’s for use in calves that need immediate feeding. Protect now is packaged in a green, quart-sized container.

"Compelling calf photos and color coding help calf raisers quickly identify their product, and a side panel features easy-to-understand mixing instructions in both English and Spanish," says Beth Saxton, senior marketing manager for APC Consumer Marketing.

The new names, packaging and easy-to-follow directions are the results of farmer focus sessions on colostrum replacement products, says Saxton. Prior to the re-branding and re-design, producers were confused about which products to use, when they should use them and how to use them.

APC will exhibit the newly packaged Lifeline products at the National Cattlemen’s Beef Association annual convention, Feb. 6-9 in Tampa, Fla.

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