What ULTRA FRESH does

ULTRA FRESH, legally 天僖生技股份有限公司 (Tianxi Biotechnology Co., Ltd.), is a Taipei-headquartered, founder-owned private company that has manufactured premium natural ornamental fish, shrimp, and turtle food under the Ultra Fresh brand since 1977. The company sells a portfolio of more than 25 specialized SKUs organized into eight species/category lines (bottom feeders, tropical, large tropical, goldfish, marine, guppy/ovoviviparous, turtle, and ornamental shrimp), with sub-brands including APEX, BETTA PRO, ROYAL CICHLID, ROYAL GUPPY, and Shrimp Pro. All formulations are built around fresh wild sword prawns sourced off the coast of Yilan, Taiwan as the primary protein (typically 30–90%+ of contents), combined with probiotics, Norwegian seaweed, Australian spirulina, Ganoderma polysaccharide, and other natural additives under a "no artificial colors, no attractants, no chemical additives" positioning.

The company's technical differentiation rests on three proprietary processes: a 10-hour 60°C low-temperature processing method that preserves heat-sensitive vitamins; a UF multi-strain probiotic coating that delivers at least 3 million CFUs per gram and is claimed to reduce aquarium water pollution by up to 80%; and a rapid-softening, water-stable pellet technology that prevents disintegration. All ingredients carry SGS analysis and safety inspection certification. Disclosed product-performance claims include 90% protein-use efficiency in fish, 1.2–1.5x improvement in growth/reproduction/color versus typical feeds, and 30% feed-usage reduction in select APEX products.

ULTRA FRESH operates a direct-to-consumer go-to-market across multiple channels: its own multilingual website (Chinese, English, Spanish), an official Amazon Store (UltraFresh-ShrimpDelight), regional marketplaces (Shopee, MOMO, PCHOME in Taiwan), a Facebook community page targeting US hobbyists, and a physical retail store locator. Pricing is unit-based per package across sizes ranging from 60ml to 1150ml and a 1kg SKU, with no disclosed subscription, licensing, or B2B contract revenue. The customer base comprises individual aquarium hobbyists, pet fish owners, ornamental shrimp keepers, and professional fish farmers/breeders, served globally with no disclosed revenue, headcount, or institutional funding.

Name

ULTRA FRESH

Legal name

天僖生技股份有限公司

Website

https://ultra-fresh.tw

Company type

Private

Founded year

1977

Operating status

Operating

Short description

ULTRA FRESH is a Taiwan-based, founder-owned manufacturer of premium natural ornamental fish, shrimp, and turtle food founded in 1977, selling 25+ species-specific SKUs built on fresh wild sword prawns to aquarium hobbyists and professional fish farmers globally via Amazon, regional marketplaces, and its own website.

Ownership category

akta.pro rank

Product category

Aquarium Pet Food

NAICS

Animal Food Manufacturing (3111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Fish & Aquatic Feed (ornamental) (CRADAFAL)

akta.pro secondary industry

Reptile & Amphibian Food (CRADAFAM)

Keywords

• Ornamental fish food
• Aquarium pet food
• Shrimp food products
• Natural fish feed
• Aquatic turtle food

Headquarters

HQ city

Taipei

HQ country

Taiwan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Premium Ornamental Fish Food Sales: ULTRA FRESH generates revenue through direct sales of premium ornamental fish, shrimp, and turtle food products. Products are sold through the company website, Amazon Store, Shopee marketplace, and physical retail stores. The company targets aquarium hobbyists, professional fish farmers, and pet owners seeking natural, high-quality food for their aquatic pets.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

ULTRA FRESH manufactures and sells premium natural pet food products for ornamental aquarium fish, shrimp, and aquatic turtles. Each product is built on a fresh wild sword prawn base sourced from Yilan, Taiwan, processed using proprietary 10-hour low-temperature (60°C) technology and coated with UF multi-strain probiotics. The company offers species-specific formulations across 8+ pet categories, sold globally through its own e-commerce site, Amazon, Shopee, MOMO, and PCHOME, plus physical retail aquarium and pet stores.

Product overview

ULTRA FRESH is a premium aquarium fish and pet food brand specializing in natural shrimp-based food products. The company offers a comprehensive portfolio of specialized food formulations organized by pet type: bottom-feeding fish (CARNIVOROUS shrimp pie, VEGETABLES shrimp pie, TROPICAL shrimp pie), tropical fish (NEWBORN FISH micron patties, BETTA PRO, TROPICAL micro pellet, TROPICAL excellent bits, COLOR-BOOSTING FLAKES, Freeze dried bloodworms), large tropical fish (CARNIVOROUS jumbo stick, ROYAL CICHLID premium pellet), goldfish (APEX GOLDFISH growth crisps, APEX GOLDFISH color-boosting crisps, GOLDFISH ultra color, GOLDFISH premium pellet), marine fish (MARINE shrimp patties L and S), guppy/ovoviviparous fish (ORNAMENTAL FISH shrimp patties, APEX GUPPY growth formula, ROYAL GUPPY mignon pellet), aquatic turtles (JUVENILE TURTLE, BABY TURTLE, TURTLE deodorizing nutri sticks), and ornamental shrimp (shrimp pro seafood patties). All products feature fresh wild sword prawns from Yilan, Taiwan as the primary ingredient, with 10-hour low-temperature processing, Ganoderma polysaccharides for immunity, and natural probiotics for water quality management.

Differentiator

Problem solved

Functional benefit

Brands

• APEX: Premium product line for guppies and goldfish with enhanced growth formulas
• BETTA PRO
• ROYAL CICHLID
• ROYAL GUPPY
• Shrimp Pro

Products and services

• CARNIVOROUS shrimp pie Bottom-feeding carnivorous tropical fish food with 60% wild sword prawns and squid, formulated for carnivorous plecos, corydoras catfish, freshwater stingrays, tetraodons, bichirs, and catfish.
• VEGETABLES shrimp pie Herbivorous pleco and tropical fish food with spirulina and vegetables, formulated with 25% wild sword prawns for herbivorous bottom feeders.
• TROPICAL shrimp pie Bottom-feeding tropical fish food with 35% wild sword prawns, fresh squid, spirulina, and sweet potato leaves, suitable for corydoras catfish and carnivorous plecos.
• NEWBORN FISH micron shrimp patties Micro particles (500 μm) mimicking newly-hatched brine shrimp for fingerlings and small tropical fish, with 50% sword prawns and akiami paste shrimps.
• BETTA PRO shrimp patties High-calcium formula with 50% wild sword prawns and akiami paste shrimps, designed for show-grade fighting fish (betta) to develop perfect body and natural colors.
• TROPICAL micro pellet Small micro pellet for small picky-eater tropical fish (characins) with 40% wild sword prawns, fresh squid, and spirulina.
• TROPICAL excellent bits Medium-sized bits for tropical fish including discus, dwarf cichlid, angelfish with 40% wild sword prawns and fresh squid.
• [PICKY TROPICAL FISH] COLOR-BOOSTING ALL NATURAL GROWTH FLAKES Slow-sinking flakes with 67% wild Acetes shrimp, sardines, and Antarctic krill for color enhancement and growth in picky tropical fish.
• [Freeze dried bloodworms] High concentration vitamin X probiotics Freeze-dried bloodworms with 1500mg/kg vitamin C, 1500mg/kg vitamin E, and minimum 1,000,000 CFU/g probiotics for enticing picky tropical fish.
• CARNIVOROUS jumbo stick Large jumbo stick for Asian arowana (dragonfish) and large carnivorous fish with 40% wild sword prawns and fresh squid.
• ROYAL CICHLID premium pellet Premium pellet for flowerhorn cichlids, blood parrot cichlids, carnivorous cichlids and large tropical fish with 40% wild sword prawns and 6% spirulina.
• JUVENILE TURTLE deodorizing nutri stick Deodorizing nutri stick for juvenile aquatic turtles (6-12 cm shell length) with 30% wild sword prawns and seasonal vegetables, calcium-phosphorus ratio 3:1.
• BABY TURTLE deodorizing nutri stick Baby turtle food with 30% wild sword prawns, Jingou shrimps, and Akiami paste shrimps, designed for baby aquatic turtles (3-6 cm shell length).
• TURTLE deodorizing nutri stick Adult aquatic turtle food with 30% wild sword prawns, Akiami paste shrimps, and 45% vegetables and seaweeds, calcium-phosphorus ratio 3:1.
• [APEX GOLDFISH] All-season natural ingredients growth crisps All-season growth crisps for goldfish (Ranchu, Lionhead, Pearlscale) with 62% premium wild sword prawns, sardines, anchovies, and insects, 1.35x growth improvement.
• [APEX GOLDFISH] Vivid color-boosting all-season growth crisps Color-enhancing crisps for goldfish with concentrated botanical carotenoid extracts, spirulina, and premium wild sword prawn essence for vibrant colors.
• GOLDFISH ultra color Competition-grade goldfish food for ranchu and tosakin with 35% wild sword prawns, Akiami paste shrimps, and 22% spirulina and seaweeds for vibrant natural colors.
• GOLDFISH premium pellet Premium pellet for goldfish including Japanese ranchu, tosakin, ryukin, oranda and koi carp fingerlings with 28% wild sword prawns and Akiami paste shrimps.
• MARINE shrimp patties (L) Large shrimp patties for large picky saltwater tropical fish (Butterflyfish, Angelfish, Tangs, Wrasses) with 60% fresh sword prawns and 8:2 meat/vegetable ratio.
• MARINE shrimp patties (S) Small shrimp patties for small picky saltwater tropical fish with 60% fresh sword prawns, fresh squid, Jingou shrimps, and natural spirulina.
• ORNAMENTAL FISH shrimp patties Shrimp patties for small ornamental fish with 41% wild sword prawns and fresh squid, 10% spirulina and seaweeds, 7:3 meat/vegetable ratio.
• [APEX GUPPY] A growth formula with natural ingredients & whole nutrition Premium guppy and livebearer fish food with 63% wild sword prawns, sardines, anchovies, and 8% insect content for 1.2x growth improvement.
• ROYAL GUPPY mignon pellet Floating pellet for premium guppies, swordtail fish, molly fish and other small ovoviviparous fish with 35% wild sword prawns and 15% spirulina and seaweeds.
• [shrimp pro] seafood patties Premium shrimp food for crystal shrimp, caridina, and various small ornamental shrimps with 35% wild sword prawns, squid, silkworm pupae, spirulina, and mulberry leaves. Meat to vegetable protein ratio 7:3.

Quantifiable outcome

• Products provide 2x nutritional value compared to conventional fish meal
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• JBL: German aquarium brand offering premium fish food alongside equipment and water care. Comparable to ULTRA FRESH in tropical and discus-specific formulations but with a broader aquarium hardware portfolio.
• Tetra (Spectrum Brands): Mass-market global aquarium fish food brand owned by Spectrum Brands. Competes in the same ornamental fish food category but with a broader portfolio spanning entry-level to mid-tier; overlaps with ULTRA FRESH's tropical and goldfish lines.
• API (Mars Petcare): Aquarium care brand under Mars Petcare, offering fish food, water conditioners, and treatments. Overlaps with ULTRA FRESH on ornamental fish food but operates as part of a much wider pet care portfolio.
• Seachem: US aquarium water-care and nutrition brand. Partial overlap with ULTRA FRESH on premium fish nutrition (e.g., shrimp-focused lines) but primarily competes in water-treatment products used by the same hobbyist customers.

Direct peers

• New Life Spectrum: Premium US pellet fish food brand targeting hobbyists and breeders. Comparable premium positioning with species-specific formulas and similar customer overlap in show-grade tropical fish, goldfish, and cichlid keepers.
• Omega One: Premium US fish food brand built around fresh seafood ingredients (salmon, herring, shrimp). Directly comparable premium positioning and natural-ingredient story to ULTRA FRESH's wild sword prawn-based formulations.
• Sera: German manufacturer of premium aquarium food and care products. Comparable specialty positioning to ULTRA FRESH with species-specific formulations (cichlid, discus, shrimp) and strong European distribution.
• Hikari: Japan-based global leader in premium ornamental fish food (koi, tropical, goldfish, betta). Directly comparable to ULTRA FRESH in product category and target hobbyist customer, with a much larger SKU portfolio and broader global retail presence.
• Ocean Nutrition: Specialty frozen and prepared fish food brand built around fresh seafood ingredients. Highly comparable to ULTRA FRESH's fresh-ingredient, no-artificial-additive approach in the marine and tropical ornamental fish category.

Regional players

• Taiwan Premium Aquarium (TPA): Taiwan-based regional ornamental fish food manufacturer focused on discus, arowana, and show-grade Asian species. Directly comparable product categories to ULTRA FRESH within the same Taiwanese/Asian market footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ultrafresh.usa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ULTRA FRESH