Avanos Expands Direct Operations for MIC-KEY* Enteral Feeding Products in the UK starting July 2025
Avanos Medical (NYSE: AVNS) announced it will take direct control of sales and distribution for its MIC-KEY enteral feeding products in the United Kingdom starting July 25, 2025. This change ends a 29-year distribution partnership with Vygon UK, who has been distributing the MIC* and MIC-KEY product family.
The strategic transition aims to strengthen Avanos' direct relationship with healthcare professionals and patients, while ensuring product availability and customer support. MIC-KEY, a low-profile feeding tube system for enteral nutrition, is currently distributed in over 60 countries across six continents and has been trusted by clinicians and patients for over 25 years.
Avanos will provide guidance to healthcare providers currently purchasing through Vygon UK to ensure a smooth transition with minimal disruption to the ordering process.
Avanos Medical (NYSE: AVNS) ha annunciato che assumerà il controllo diretto delle vendite e della distribuzione dei suoi prodotti per l'alimentazione enterale MIC-KEY nel Regno Unito a partire dal 25 luglio 2025. Questo cambiamento pone fine a una partnership di distribuzione di 29 anni con Vygon UK, che ha distribuito la famiglia di prodotti MIC* e MIC-KEY.
La transizione strategica mira a rafforzare la relazione diretta di Avanos con i professionisti della salute e i pazienti, garantendo al contempo la disponibilità dei prodotti e il supporto ai clienti. MIC-KEY, un sistema di tubo di alimentazione a basso profilo per la nutrizione enterale, è attualmente distribuito in oltre 60 paesi su sei continenti ed è stato fidato da clinici e pazienti per oltre 25 anni.
Avanos fornirà indicazioni ai fornitori di assistenza sanitaria che attualmente acquistano tramite Vygon UK per garantire una transizione fluida con un'interruzione minima del processo di ordinazione.
Avanos Medical (NYSE: AVNS) anunció que tomará el control directo de las ventas y distribución de sus productos de alimentación enteral MIC-KEY en el Reino Unido a partir del 25 de julio de 2025. Este cambio pone fin a una asociación de distribución de 29 años con Vygon UK, que ha estado distribuyendo la familia de productos MIC* y MIC-KEY.
La transición estratégica tiene como objetivo fortalecer la relación directa de Avanos con los profesionales de la salud y los pacientes, asegurando al mismo tiempo la disponibilidad del producto y el soporte al cliente. MIC-KEY, un sistema de tubo de alimentación de bajo perfil para la nutrición enteral, se distribuye actualmente en más de 60 países en seis continentes y ha sido confiable para clínicos y pacientes durante más de 25 años.
Avanos proporcionará orientación a los proveedores de atención médica que actualmente compran a través de Vygon UK para garantizar una transición suave con una interrupción mínima en el proceso de pedido.
Avanos Medical (NYSE: AVNS)는 2025년 7월 25일부터 영국에서 MIC-KEY 경장 영양 제품의 판매 및 유통을 직접 관리할 것이라고 발표했습니다. 이 변화는 MIC* 및 MIC-KEY 제품군을 유통해온 Vygon UK와의 29년 유통 파트너십을 종료하는 것입니다.
전략적 전환은 Avanos가 의료 전문가 및 환자와의 직접적인 관계를 강화하고, 제품 가용성과 고객 지원을 보장하는 것을 목표로 하고 있습니다. MIC-KEY는 경장 영양을 위한 저프로파일 영양 튜브 시스템으로, 현재 6개 대륙의 60개국 이상에서 유통되고 있으며, 25년 이상 동안 임상 의사와 환자에게 신뢰받아 왔습니다.
Avanos는 Vygon UK를 통해 현재 구매하고 있는 의료 제공자에게 원활한 전환을 보장하기 위해 지침을 제공할 것입니다.
Avanos Medical (NYSE: AVNS) a annoncé qu'elle prendra le contrôle direct des ventes et de la distribution de ses produits d'alimentation entérale MIC-KEY au Royaume-Uni à partir du 25 juillet 2025. Ce changement met fin à un partenariat de distribution de 29 ans avec Vygon UK, qui a distribué la famille de produits MIC* et MIC-KEY.
Cette transition stratégique vise à renforcer la relation directe d'Avanos avec les professionnels de la santé et les patients, tout en garantissant la disponibilité des produits et le soutien aux clients. Le système de tube d'alimentation à profil bas MIC-KEY pour la nutrition entérale est actuellement distribué dans plus de 60 pays sur six continents et est fiable pour les cliniciens et les patients depuis plus de 25 ans.
Avanos fournira des conseils aux prestataires de soins de santé qui achètent actuellement via Vygon UK pour garantir une transition fluide avec une interruption minimale du processus de commande.
Avanos Medical (NYSE: AVNS) gab bekannt, dass es ab dem 25. Juli 2025 die direkte Kontrolle über den Verkauf und die Verteilung seiner MIC-KEY enteralen Ernährungsprodukte im Vereinigten Königreich übernehmen wird. Diese Änderung beendet eine 29-jährige Vertriebspartnerschaft mit Vygon UK, die die MIC* und MIC-KEY Produktfamilie vertrieben hat.
Der strategische Übergang zielt darauf ab, die direkte Beziehung von Avanos zu Gesundheitsdienstleistern und Patienten zu stärken und gleichzeitig die Verfügbarkeit der Produkte und den Kundenservice zu gewährleisten. MIC-KEY, ein Niedrigprofil-Ernährungsschlauchsystem für enterale Ernährung, wird derzeit in über 60 Ländern auf sechs Kontinenten vertrieben und ist seit über 25 Jahren von Kliniken und Patienten vertrauensvoll genutzt.
Avanos wird den Gesundheitsdienstleistern, die derzeit über Vygon UK einkaufen, Anleitungen geben, um einen reibungslosen Übergang mit minimalen Unterbrechungen im Bestellprozess zu gewährleisten.
- Direct control over sales and distribution operations in UK market
- Enhanced ability to manage customer relationships and product availability
- Established global presence with distribution in over 60 countries
- Potential short-term disruption during transition from Vygon UK distribution
- Loss of established distribution partner with 29 years of market experience
Insights
Avanos Medical's decision to bring its MIC-KEY enteral feeding product distribution in-house for the UK market represents a vertical integration strategy that carries both potential advantages and execution risks.
This transition ends a 29-year distribution relationship with Vygon UK, signaling Avanos' desire to control more of its value chain. Direct sales operations typically allow medical device companies to capture the entire margin previously shared with distributors while building stronger customer relationships and gathering unfiltered market intelligence.
The lengthy implementation timeline (announcement in April 2025 for July 2025 transition) indicates a carefully planned approach to minimize disruption. For a specialized medical product like enteral feeding tubes, where consistent supply is critical for patient care, this cautious transition strategy is prudent.
The MIC-KEY product line appears significant within Avanos' portfolio – marketed in over 60 countries with a 25+ year history. This move aligns with broader industry trends where medical technology companies seek direct customer connections to enhance service levels and build brand loyalty.
For Avanos shareholders, the immediate financial impact is likely minimal, but the long-term strategic implications could be meaningful if the company successfully executes this transition and potentially replicates this model in other markets.
Avanos' decision to bring MIC-KEY distribution in-house for the UK market highlights the growing importance of supply chain control in the medical device sector. Enteral feeding products represent critical, recurring-use supplies for patients with nutritional challenges, making reliable availability essential.
The language about "enhancing product availability into the future" suggests Avanos may be responding to supply chain vulnerabilities or seeking more control over inventory management. Direct distribution typically allows for more responsive inventory adjustments based on real-time demand signals.
For healthcare providers and patients using MIC-KEY products, this transition warrants close attention. The established direct customer service lines indicate Avanos has already invested in support infrastructure. However, transitioning from a distributor with 29 years of market experience creates inherent service risks.
The coordination between Avanos and Vygon during this announcement demonstrates professional supply chain management – both organizations acknowledge their "shared priority" of ensuring continuity of care. This measured approach reduces potential disruption for healthcare facilities.
While not mentioned explicitly, this move may also help Avanos navigate post-Brexit regulatory considerations by establishing direct UK operations rather than working through intermediaries.
ZAVENTEM,
For the past 29 years, Vygon
"By bringing MIC-KEY sales and distribution in-house, we are strengthening our direct relationship with healthcare professionals and patients," said Dieter Krines, Vice President and General Manager, International, Avanos. "This move aligns with our strategy to directly support our customers and ensures we can continue providing trusted, innovative solutions that improve patient care."
"We have been proud to represent MIC-KEY in the
MIC-KEY delivers enteral nutrition with a low-profile feeding tube to help patients get the nutrition they need. Sold in over 60 countries across six continents, MIC-KEY has been used by clinicians and patients for over 25 years and is a trusted brand worldwide.
Avanos is committed to ensuring a smooth transition and will be providing ongoing communication and support to all customers during this period. Healthcare providers currently purchasing MIC-KEY products through Vygon will receive guidance over the coming months on how to order from Avanos with minimal disruption.
For further information, customers can contact:
Avanos
Phone: 0800 917 6585
Email: customerservice.uk.ie@avanos.com
Website: avanos.co.uk
About Avanos Medical
Avanos Medical (NYSE: AVNS) is a medical technology company focused on delivering clinically superior medical device solutions that help patients get back to the things that matter. Headquartered in Alpharetta, Georgia, Avanos is committed to addressing some of today's most important healthcare needs, including providing a vital lifeline for nutrition to patients from hospital to home, and reducing the use of opioids while helping patients move from surgery to recovery. Avanos develops, manufactures and markets its recognized brands globally and holds leading market positions in multiple product categories. For more information, visit www.avanos.com and follow Avanos Medical on X (@AvanosMedical), LinkedIn and Facebook.
About Vygon
Vygon is a leading supplier of medical and surgical devices, committed to providing high-quality products and customer service to healthcare professional across the
*Registered Trademark or Trademark of Avanos Medical, Inc., or its affiliates. © 2018-2025 AVNS. All rights reserved. COPY-08365
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SOURCE Avanos Medical
FAQ
When will Avanos Medical (AVNS) take over direct distribution of MIC-KEY products in the UK?
How long has Vygon UK been distributing MIC-KEY products before this transition?
What is the global reach of Avanos' MIC-KEY feeding products?
How will this distribution change affect current UK healthcare providers using MIC-KEY products?
