NEWS EXTRA: HEIDELBERG MATERIALS


new packaging available to builders’ merchants from January.


Simpson says: “We have been communicating the change to our employees, customers and suppliers over the past few months and, ultimately, it’s just our name that’s changing – our products, service, people, terms of business etc are all staying the same. Product names and codes will stay the same and nothing will need to be changed on merchants’ systems other than to update their websites with images of the latest pack designs. “


The new packaging will be phased in across all product lines, with different timescales for different products. This does mean, Simpson adds, that the new designs won’t all necessarily be available at the same time. “So, for a short time, merchants will almost certainly carry a


NEW NAME:


SAME CUSTOMER COMMITMENT


Heidelberg Materials is the new global brand for the group’s companies. Fiona Russell Horne checks out what’s changing and why.


H


eavyside building materials manufacturer Hanson UK has changed its name and branding to that of its parent company,


Heidelberg Materials, with effect from October 2 2023.


The company has been part of the Heidelberg Materials Group since 2007, but has, until now, retained the Hanson name.


“The timing is right to rebrand,” says Andrew Simpson, Heidelberg Materials’ Packed Products Director in the UK. “We’re aligning with our parent company, which announced its new global branding in September 2022. We are the tenth subsidiary country to rebrand, with all others to follow over the next couple of years. “We are part of a global organisation, and we – and the construction sector as a whole – are facing global challenges such as climate change and the digitalisation of our industry; challenges we are better placed to meet as a strong, united group. Having a single brand name and identity demonstrates that we are part of this global


business with one voice, sending a clear and consistent message to our customers.” He continues: “It will also allow us to work more collaboratively across the Group, sharing expertise, as we work together to lead the field in driving down carbon emissions and reach our aim of becoming the first net-zero company in the sector.”


Simpson explains that the branding change will allow the company to: • Work together to lead the field in driving down carbon emissions and reach its ambition of becoming the first net-zero company in our sector; • Pioneer a circular economy in construction by recycling and reusing construction waste; • Develop digital solutions to provide added value to our customers, making working the group easier and more efficient; and • Develop sustainable and innovative building materials.


The new branding will be rolled out at sites and on vehicles over the next two years, with the


October 2023 www.buildersmerchantsjournal.net


mix of the former Hanson designs and the new Heidelberg Materials ones. We will be providing them with point-of-sale material from January onwards, which clearly communicates the ‘was’ and ‘now’ pack designs. We will also be providing merchant staff with a presenter that explains the changes,” he says. “We carried out extensive research with builders and merchants and we are confident that the new packaging designs will allow a smooth transition. The product names remain the same and the new packs feature a fresh, modern design, which takes its visual cues from the previous design to minimise the transition. Customer demands, markets and competitors are changing rapidly and being part of a global team will allow us to take advantage of our strengths.”


The new Heidelberg Materials branding will be rolled out at the company’s sites and on vehicles over the next two years. The new packed product designs are expected to be available to merchants early in the new year. BMJ


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