MUSCATINE, Iowa--(BUSINESS WIRE)--Jan 23, 2026--
KENT ® Nutrition, a leader in innovative animal nutrition solutions, announced that its breakthrough probiotic, ARGIS ®, is featured in the New Product Showcase at the International Production & Processing Expo (IPPE) 2026. Show visitors can learn about ARGIS in the New Product Showcase located in the Discovery Zone at Booth BC36119 in the Georgia World Congress Center in Atlanta, GA.
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The IPPE New Product Showcase recognizes outstanding exhibitors that have distinguished themselves by developing innovative technology in products, services or operating techniques that will advance the industry.
ARGIS is designed to unlock the full nutritional potential of soybean meal in poultry and swine diets. Among its key benefits, ARGIS can reduce the need for multiple individual exogenous enzymes, is heat tolerant and remains viable in lower pH environments. By specifically targeting non-starch polysaccharides (NSPs), ARGIS improves nutrient digestibility, enhances feed efficiency and promotes a healthier, more productive bird. This product is protected by patent US20220347234A1, ensuring KENT Nutrition's unique formulation continues to deliver proprietary, science-driven benefits to the poultry industry.
“ARGIS represents a major step forward in poultry nutrition,” said Kale Causemaker, Senior Director, Innovative Solutions at KENT Nutrition. “Being featured in the IPPE New Product Showcase gives us an incredible opportunity to share how this patented product is helping producers improve feed efficiency and overall performance in poultry.”
KENT Nutrition can be found at booth A1059, where visitors can learn more about ARGIS and its potential to improve poultry production through science-backed nutrition. For more information on ARGIS visit https//:kentnutritionadditives/our-products/argis.
About KENT ® Nutrition
KENT ® Nutrition is home to trusted animal nutrition brands including Sentinel ® horse feeds, Home Fresh ® multispecies feeds, KENT ® quality beef feeds, and Blue Seal ® feeds—names that have represented premium nutrition for generations. With roots reaching back to 1927 for KENT Nutrition and 1868 for Blue Seal, the company carries forward a proud family-owned legacy built on integrity, innovation, and an unwavering commitment to agriculture. Part of the KENT WORLDWIDE ™ family of companies, KENT Nutrition provides science driven nutrition for livestock, companion animals, and backyard species, helping producers, communities, and pet owners support the health and wellbeing of every animal, at every life stage.
Breakthrough probiotic highlights innovation in poultry and swine nutrition
LONDON--(BUSINESS WIRE)--Mar 11, 2026--
New primary research data from Omdia reveals that media multitasking is no longer just a Gen Z habit. More than half of adults aged 45–54 now watch video clips on their mobile phones while watching television, highlighting a major shift in viewing behavior and the growing fragmentation of attention across screens.
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According to Omdia’s latest consumer research, 52% of US viewers aged 45–54 reported watching video clips on their phones while watching TV in November 2025, up from 39% in November 2022. The trend is also accelerating among even older viewers: 35% of those aged 55–64 now multitask with mobile video, compared with 20% three years ago.
The findings underscore how the second-screen phenomenon - once associated primarily with younger audiences - has rapidly expanded across older demographics.
Speaking at the Connected TV World Summit 2026 in London, Maria Rua Aguete, Senior Research Director at Omdia said: “Media multitasking is no longer something that happens only among under-34s. Today, more than half of viewers aged 45–54, are watching videos on their phones while watching TV. This is a fundamental shift in how audiences consume content.”
Younger viewers remain the most consistent multitaskers, but their behavior has largely stabilized. Among 18–24-year-olds, the share rose only slightly from 61% in 2022 to 63% in 2025, while 25–34-year-olds increased marginally from 60% to 61% over the same period. By contrast, the strongest growth is happening among older audiences who are rapidly adopting second-screen behaviors.
Rua Aguete added: “The biggest change is not among Gen Z - it’s among viewers aged 45 and over. Multitasking has moved into the mainstream. Audiences increasingly split their attention across multiple screens, which reflects shorter attention spans and the constant pull of mobile platforms.”
For streamers, broadcasters, and advertisers, this shift has major implications for content strategy and audience engagement.
“When it comes to streamers and broadcasters, the challenge is clear: attention is now fragmented. Winning audiences increasingly requires content ecosystems that extend beyond the TV screen and into mobile experiences where viewers are simultaneously consuming video, social media and short-form content. The platforms that succeed will be those that design programming, marketing and engagement strategies with mobile behavior in mind. TV is no longer a single-screen experience,” Rua Aguete concluded.
ABOUT OMDIA
Omdia, part of TechTarget, Inc. d/b/a Informa TechTarget (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, makes our market intelligence our clients’ strategic advantage. From R&D to ROI, we identify the greatest opportunities and move the industry forward.
Over half of 45-54s watch videos on their phones while watching TV
