Poultry, in animal husbandry, are birds raised commercially or domestically for their eggs, meat, and feathers. Poultry is the fastest growing agricultural sub-sector and the global poultry sector is expected to continue to grow as demand for meat and eggs is driven by a growing population, rising incomes and urbanization. Innovation and proven nutritional solutions are crucial to maximize broiler and layer performance in conditions of intensive production. Food safety and meat quality are the main priority, which is challenging as the use of antibiotics reduces. In layers and breeders, improving egg quality and quantity is crucial. To further optimize profitability and sustainability, the sector is also in search for solutions towards a longer lifecycle of hens. In combination with changing consumer expectations, this sector is facing unprecedented challenges. In light of this high quality feed additives are a decisive part of the feed solution.