Hope plans bagged cement launch
Despite being on the verge of being taken over, Hope Construction Materials continues to invest in expanding and strengthening a brand with an uncertain future.
Hope Construction Materials is in the process of being acquired by Breedon Aggregates, subject to approval of competition authorities. The deal is expected to complete sometime during 2016. Until then, however, Hope Construction Materials is continuing to operate as if nothing is going to change.
Next up, Hope is planning the launch of a bagged cement product (@Hope_InABag).
The cement will be produced at the Hope Works in Derbyshire, which has been making cement for more than 80 years, and then transported by rail for bagging and distribution from Hope’s new Dagenham plant (below) which is set to open in the second quarter of 2016. It will be available to customers across the southern half of England.
The distinctive packaging features a large ram – a nod to the firm’s Derbyshire roots.
Hope cement had previously been available in bags through a third party supplier, but this launch marks the first time Hope cement will be in the firm’s own packaging.
Hope has spent 18 months developing this product launch, so was not likely to postpone it to see what Breedon’s plans might be for the Hope brand.
Gary Brennand, Hope’s commercial director for cement, said: “For 18 months we have spoken at length to builders and merchants to understand their needs and how we can add value to them. Using this insight we have developed a full package which we believe will redefine the sector and are really excited about sharing it all. Revealing our Hope Professional Grade Cement branding is just the start.”
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This article was published on 11 Feb 2016 (last updated on 11 Feb 2016).