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Manitowoc Rebrands As Welbilt, Forms Strategic Alliance With Halton

In March, a month after announcing its intentions, Manitowoc Foodservice rebranded 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.

“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. “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.”

The rebranding was followed by a strategic alliance between Welbilt and Halton Group Americas that will see Halton’s ventilation systems integrated into a wide range of Welbilt’s equipment.

Both companies are heavily involved with the restaurant chain business, and the integration includes the acceleration of digital technology, kitchen control systems, remote monitoring to provide better systems and service over the equipment life cycle.

“We are very happy to be able to combine our own top expertise with the solutions of a leading kitchen appliance supplier like Welbilt,” says Mika Halttunen, Chairman of the Board at Halton Group. Halton has a long history of partnerships and co-development projects with various related technology suppliers, and with this strategic alliance, the firm aims to speed up the international sales and further development of its products.

“We will be able in the future to create even better well-being for kitchen staff who work around the world and better possibilities for operators in the restaurant field too to offer the best customer experience for their own customers,” adds Halttunen.

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