Air Products 'freshens' up

Air Products has announced a global re-branding strategy which aims to make it easier to recognise its range of products and services for safety and quality within the food and beverages industry.

The name, according to company officials, better reflects the fact that most of the company's food core offerings help to preserve the freshness of the food product.

The Freshline​ combined product and service range will now include processing equipment (including its Cryo-Quick Tunnel freezers), as well as specialist support services such as freezing and refrigeration solutions, modified atmosphere packaging, and equipment maintenance. Additional services under the Freshline umbrella will also include process monitoring, data collection and information technologies, which can help to improve efficiency and drive value as part of the manufacturing process.

"The Freshline strategy is so appropriate because it instantly tells customers what we do for food, not just to it and that's a key driver behind every one of our new and current services and products,"​ said Dietmar Gamm, food group marketing manager. "The Freshline name change will provide a single point of reference for our customers and will offer a more valuable service because it more clearly explains that we offer a fully integrated portfolio of services, equipment, gases and support that allows our customers to in turn, supply high quality products to their customers."​

The combined Freshline range is part of a series of planned strategic developments from Air Products for the food and drink industry.

Air Products​ serves customers in healthcare, technology, energy, and industrial markets worldwide with a portfolio of products, services and solutions, providing atmospheric gases, process and specialty gases, performance materials and chemical intermediates. Founded in 1940, it has annual revenues of $5.4 billion (€4.58bn) and operations in 30 countries and 17,500.