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Global sensor-based sorting system manufacturer TOMRA Sorting Recycling is renaming its product portfolio as the business completes its rebranding process.

08 May 2015

Formerly known as TITECH, the business started to rebrand in February 2012 to align with its parent company, Norway-based TOMRA Systems ASA.

Final step of rebranding process

The final step in TOMRA Sorting Recycling’s rebranding process is to rationalize its product portfolio by removing the word ‘TITECH’ from the names of its sorting systems. For example, ‘TITECH autosort’ becomes ‘AUTOSORT’. The product family names – AUTOSORT, COMBISENSE, FINDER and X-TRACT – are being retained, and each machine will now carry a TOMRA logo. The product family name change will be effective from May on, and it is anticipated that the rebranding will be complete by the end of this year.

Incresed visibility, more synergies and new opportunities

Commenting on the rebrand, TOMRA Sorting Recycling’s Commercial Director, Jonathan Clarke, said: “By completing the rebrand within our business, we are significantly increasing the visibility of TOMRA worldwide. Synergies in technologies across business streams have greatly enhanced TOMRA Sorting’s ability to bring sensor-based sorting to new segments, markets and applications. We are better positioned to respond to customer and industry challenges faster than before while offering the best value products.”