Manitowoc Rebrands As Welbilt: A nod to history and its unique identity
Manitowoc Foodservice announced February 6 that it is rebranding the company, its logo and its brand identity to Welbilt Inc. The change to a new name and brand is part of the company's strategic repositioning after it spun off from its former parent company, The Manitowoc Co., in March 2016. The new logo and brand messaging was unveiled at last week’s NAFEM Show in Orlando, Fla., and can be seen at welbilt.com. The name change will be official March 6.
“We are excited to announce the changing of our name to Welbilt, which further strengthens our corporate identity as a stand-alone company,” says Hubertus Muehlhaeuser, President and CEO of Manitowoc Foodservice. “Welbilt reflects our promise and commitment to bringing innovation to the table. Rooted in the Hirsch brothers’ innovative stove in 1929, Welbilt developed to become the first company in the industry pursuing a complete systems approach. The name Welbilt uniquely connects our past with our vision of the future,” he adds. “Our primary objective is to continue offering a complete solution for the entire kitchen with high-quality products supported by excellent service that help our customers’ kitchens reach their full potential. As we continue to innovate and grow, we will always remain grounded in our long history.”
Muehlhaeuser met with journalists at a media rollout during the NAFEM Show, and referenced Welbilt’s interest in acquiring companies that would add to its global portfolio of brands including Cleveland, Convotherm, Delfield, Frymaster, Garland, Kolpak, Lincoln, Manitowoc Ice, Merco, Merrychef, and Multiplex.
He also discussed the company’s just-announced strategic alliance with Halton Group to facilitate the integration of Halton's ventilation systems into a wide range of Welbilt’s equipment. (See following story.)