Poultry producers face increasing challenges, but a new generation of feeds additives has the potential to unlock production potential as Chloe Paine, poultry technical manager at Trouw Nutrition GB explains. The traditional focus of poultry producers on maximising output and profitability is now intertwined with regulatory demands, consumer expectations, animal welfare standards and sustainability goals. The increased complexity of systems requires innovative solutions that go beyond single-target approaches. Factors including suboptimal environmental conditions, housing, stocking density, nutrition and disease pressure all impact on performance. These conditions are often associated with inflammation, reduced nutrient absorption and impaired gut barrier function in…