March 31/Dallas and Frankfurt, Germany/Business Wire -- Celanese Corporation CE announced the transition of its Nutrinova business under the Celanese brand. Nutrinova products, including its multiple food sweetener product brands, have been in use for more than a decade, and this transition to Celanese formally completes the transition of all Celanese businesses into a single, unified Celanese brand.

In October 2013, Celanese began the process of transitioning each of its businesses to its new brand: Celanese -- The chemistry inside innovation. The process has seen five of the six Celanese businesses complete the change already.

“Customers have embraced our new brand and commitment to creating customer value through innovation and collaboration,” said Mark Rohr, Celanese chairman and chief executive officer. “With sensitivity to the complexities of the food and beverage industries, we delayed the change to ensure a smooth transition for our customers; and now the transition of the Nutrinova business into the unified Celanese brand is complete.”

“Celanese’s commitment to the highest quality of food ingredients for our customers -- in the form of our Sunett sweetener, Nutrinova sorbates, and our latest innovation, the Qorus sweetener system -- has not waivered with this change,” said Lou Purvis, vice president and general manager of the food ingredients business of Celanese. “Celanese will continue its collaborative and innovative partnerships with our customers to deliver the authentic tastes they have come to expect from Celanese sweeteners, including the benefits of low- and no-calorie food and beverages, which benefit from the sweetener blends of our food ingredients products.”

The food ingredients manufacturing facilities of Celanese will remain in Frankfurt, Germany, at the Industrial Park Hoechst.