Premium Ingredients changes name to Prinova

by Eric Schroeder
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CAROL STREAM, ILL. — Premium Ingredients International, a supplier of ascorbic acid, B vitamins and amino acids, has changed its name to Prinova and launched a new logo and a new tagline, “Your secret ingredient.”

“We have considered and planned for this change very carefully,” said Don Thorp, president and son of Premium Ingredients founder Richard Thorp. Don Thorp said the change reflects a growing product portfolio that now includes natural sweeteners and botanical extracts, proteins and animal nutrition, feed flavors and palatability compounds. Additionally, the company has expanded its presence in Western Europe by adding sales associates in Germany and Spain.

“It was important to choose an identity that retains the highest standards and first-class service our clients have come to expect from us, while also expressing our energy and drive — our passion for providing the best product and service solutions, global product knowledge, and formulation expertise,” Mr. Thorp said. “We believe the new identity and new name Prinova does exactly that.”

With the name change the company has designed a new logo, which symbolizes a modern star expanding in size to capture the forward motion of the company, said Lisa Drawer, global marketing director.

“The colors combine our current red, embracing our history of passion and energy, with a new element of yellow, representing growth,” she said. “Our new tagline, ‘Your secret ingredient,’ conveys that Prinova, our people, our products, and our solutions, promise a winning outcome for our customers. We have chosen a new name and look to express what we’re already doing and who we’ve become. We believe our customers will agree that Prinova will be a great fit for us.”

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