•   Africa
  • Services
  • Sustainability
  • Careers
  • Search


IDEA™ – Assay accurately quantifies protein and amino acid digestibility values of your poultry and pork feed ingredients.

Developed and backed by Novus International, IDEA puts the power of scientific analysis right in your hands and right on site. An in vitro assay that predicts feed ingredients’ in vivo protein digestibility, it’s the first meaningful and practical feed ingredient assay available for everyday use.

Novus has packaged this science into easy-to-use kits for five key ingredients: soybean meal (SBM), meat and bone meal (MBM), distillers dried grains (DDGS), fishmeal (FM), and poultry complete (PC) – for all meat meals including poultry by-products and feather meal.