Catering equipment manufacturer re-brands

After 18 months of discussions with distributors and market research, catering equipment manufacturer Alpeninox UK has changed its name to Catering Equipment Professional.

MD David Jones commented: “This represents an opportunity to get both the distributors and the end users to connect with the brand.

“As a relatively new brand, at 7 years old, we have had pretty steady growth, but we are in a digital marketing era. So if your product doesn’t describe what you are, there’s a disconnect to the end user.

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“The whole exercise was carried out to give the distributors of our brand a lot more of a fighting chance to market our products.”

Products in the group have already been branded as Cook Professional, Dishwasher Professional and Refrigeration Professional for the last year, with Jones reporting good feedback from this. All parts of the overall operation will remain the same apart from the name change.

Jones pointed out that there will be no price increase for any of Catering Equipment Professional’s products in 2015, through to at least the spring of 2016. The firm has also launched a new website, and due to distributor demand the 2015 products awareness diary at the training rooms and demo kitchen has also been increased.

The company has grown its UK stock of key brands for overnight delivery and offers a specialist two man delivery, equipment unwrapping and positioning service, while introducing an offer to deliver and install products for a fixed price.

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