AkzoNobel Launches Next-Generation Advanced Rust-Converter Paint

AkzoNobel launches next-generation water-based paint for superior metal protection. Hammerite Ultima, suitable for use on all types of metal surfaces, provides an excellent protective barrier. It can be applied directly to any metal surface – including rusty surfaces – without requiring a primer. The key innovation lies in the fast-drying formulation developed as part of AkzoNobel's Waterway initiative, a multi-year strategic program designed to steer the decorative paint market towards greater use of water-based product ranges. AkzoNobel Chief Operating Officer Ruud Joosten explains: "Reducing the environmental impact of our products is a core component of our sustainability approach, 'People. Planet. Paint.' Hammerite Ultima is an excellent example of how our product innovation is leading an exciting transformation in the paints and coatings industry." Luc Rens, Global Marketing Manager for the Decorative Paints segment for wood and metal coatings, states: "Consumers want the best protection for any metal, regardless of what they are working on, and Hammerite Ultima is the best solution. In most cases, our customers do not know exactly what type of metal they are dealing with, and this can create confusion. With Hammerite Ultima, consumers will always have the right answer – a product they can use with peace of mind, confident that it will protect their metals for a long time." Suitable for everything from doors and fences to railings and garden furniture, the new product is currently available in Germany, Spain and France, with plans to introduce it to other markets over time.