Until recently the main objective of feed formulation was to maximize productive performance in terms of average daily gains and feed efficiency at least cost. However, nowadays, in developed countries, the consumer is actively seeking foods with more desirable characteristics, including fatty acid composition, antioxidant content, and wholesomeness of the end products. The use of antibiotics in feeds is under severe scrutiny and there is a niche for changes in dietary composition including the use of new substances that may help to promote stock health. The new diets will be less dense, both in energy and in crude protein content but enriched in certain fatty acids, vitamins, micro minerals, additives, and dietetic fiber. Among the additives, enzymes to enhance the nutrient availability of feedstuffs, organic acids to promote digestive health, probiotics, saccharomyces, bacillus, oligosaccharides, and immune system enhancers are products to consider in feed formulation for the health conscious consumer.