Alpeninox UK changes name to Catering Equipment Professional ltd.

The change was made to ensure the company’s distributors have an edge across the industry as access to digital marketing increases. The company hopes the new name will offer clarity to customers in the equipment offer and brand message.

Managing director David Jones, said: “This represents an opportunity to get both the distributors and the end users to connect with the brand.

“As a relatively new brand, at seven 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.

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