Celanese Corporation (NYSE: CE), a global technology and specialty materials company, today announced the transition of its Nutrinova business under the Celanese brand. Nutrinova ® products, including its multiple food sweetener product brands, have been in use for more than a decade, and this transition to Celanese formally completes the transition of all Celanese businesses into a single, unified Celanese brand.
In October 2013, Celanese began the process of transitioning each of its businesses to its new brand: Celanese – The chemistry inside innovation™. The process has been successful to date with five of the six Celanese businesses having completed the change.
“Customers have embraced our new brand and commitment to creating customer value through innovation and collaboration,” said Mark Rohr, Celanese chairman and chief executive officer. “With sensitivity to the complexities of the food and beverage industries, we delayed the change to ensure a smooth transition for our customers; and now the transition of the Nutrinova business into the unified Celanese brand is complete.”
“Celanese’s commitment to the highest quality of food ingredients for our customers – in the form of our Sunett® sweetener, Nutrinova® sorbates, and our latest innovation, the Qorus™ sweetener system – has not waivered with this change,” said Lou Purvis, vice president and general manager of the food ingredients business of Celanese. “Celanese will continue its collaborative and innovative partnerships with our customers to deliver the authentic tastes they have come to expect from Celanese™ sweeteners, including the benefits of low- and no-calorie food and beverages, which benefit from the sweetener blends of our food ingredients products.”The food ingredients manufacturing facilities of Celanese will remain in Frankfurt, Germany, at the Industrial Park Hoechst and will continue to exceed global food quality standards. Celanese will also continue to build upon the commercial success of the recently launched Qorus™ sweetener system with projects that are underway around the world. The Qorus™ sweetener system is an ideal product to assist food and beverage formulators in achieving their long-sought after authentic taste profiles. For more information about the Qorus™ sweetener system, visit the Qorus™ product page. Celanese encourages food and beverage industry representatives to experience these products at the IFT Annual Meeting & Food Expo in New Orleans, La., June 21-24, 2014.