Lubrication Engineers, Inc. (LE) (lelubricants.com) is a leading manufacturer of industrial lubricants, fuel additives and other performance solutions for heavy equipment and machinery. Its BTU+ Diesel Fuel Improver, an additive that cleans injectors and stabilizes fuel, has been a leading product for years among users of diesel-powered construction vehicles, material handling equipment and over-the-road trucks.
But leading products inevitably have competitors, and this year LE has made changes to its product, packaging and sales channels, in part to secure its leadership with heavy duty on- and off-road equipment, but also to expand its sales in the truck and passenger car marketplace. It has updated the formulation of the product to improve the end user experience and collaborated with TricorBraun (tricorbraun.com) to develop new packaging with a strong shelf presence.