New Life Spectrum: Our Mission

At New Life International, we never lose sight of who our real ‘consumers’ are: your aquarium dwelling companions. We’re focused on doing what’s best for them, not best for our marketing pitch or our bottom line. In fact, we believe creating extraordinary benefit for your aquarium is why we exist, and in doing so, the bottom line will take care of itself. Profit follows Product.

We have been proven right. Spectrum has grown since it’s introduction with only minimal advertising — through great word-of-mouth on it’s quality and effectiveness. This grassroots growth is only possible by putting out an extraordinary product. We create an exceptional product by putting a lion’s share of our revenues into ingredients rather than marketing, a fleet of salespeople or legions of executives. Ironically, we believe brands pouring resources into marketing rather than the product is a reason advertising is necessary to convince consumers to buy food filled with compromises.

We believe in no compromises when it comes to our product. It’s easy for companies to say they believe in quality — but harder to hold to that commitment. A product is a result of a thousand small decisions, any one of which in itself has a minor impact on the final result. But it’s the sum of all these small choices, and choosing the no-compromise path every time, that results in something extraordinary. We don’t believe in compromises because we enjoy the aquarium hobby, and truly care about aquarium dwellers and their health. That’s our bottom line.

We believe that words need to be backed-up by action. That’s why we don’t say we’re the best, we simply offer the Spectrum Guarantee that commits to observable improvements in health, color and vitality (find out more here).

This philosophy and mission has served us well at New Life International. And it has served our fish, coral and invertebrate users well. We plan to continue this approach into the future, because we believe that the day we settle for anything less than excellence is the day we disappear.