Manitowoc Foodservice said yesterday that the rebranding of its business to Welbilt will officially be confirmed on March 6 when its stock market ticker symbol changes to ‘NYSE:WBT’.
The move, which finally gives it distance from its former parent company, The Manitowoc Company, as well as the cranes business that uses the Manitowoc name, will see its logo and brand identity completely overhauled.
The new name is rooted in the Hirsch brothers’ innovative stove from 1929, which led to Welbilt becoming the first company in the industry to pursue a complete systems approach.
“The name Welbilt uniquely connects our past with our vision of the future,” said Hubertus Muehlhaeuser, president and CEO of Manitowoc Foodservice. “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 company said it will focus on further developing its 12 global brands under its new corporate name.
Last year the business released 23 product innovations, with its portfolio now encompassing ovens, fryers, steamers, grills, ranges, induction cooktops, beverage dispensing, blending, refrigeration and ice-making equipment.