LiquiGlide Inc. (liquiglide.com) anounces the appointment of Tom Britanik as the general manager of the company’s consumer packaged goods (CPG) business. A CPG industry veteran who previously served as senior vice president and chief marketing officer at The Clorox Company and as a marketing director at Proctor & Gamble, Britanik has extensive experience in CPG business strategy, new product introductions, market research and branding.
For almost two years, Britanik served as an independent consultant on LiquiGlide’s advisory board getting detailed experience with the company’s slippery coating technology and providing insight into its CPG applications, customer value and addressable market. Britanik joins LiquiGlide in this new role as the company commercializes its first applications in packaging and unveils availability of new coatings that are custom engineered for specific CPG markets, including:
- Condiments (mayonnaise, dressings and dips)
- Dairy (cream cheese, sour cream and yogurt)
- Oral care (toothpaste and denture adhesives)
- Personal care (lotion, moisturizer, sunscreen and hair conditioner)
- Adhesives (general purpose glue, wood glue and caulk)
“As someone who oversaw multi-billion-dollar CPG brands, Tom understands how innovations like our slippery coatings can remove design constraints, enhance the consumer product experience and unlock new potential for marketing, sales and overall brand value,” says LiquiGlide co-founder and CEO, Dave Smith. “We are excited to have him lead our CPG business as we reach an inflection point with the commercial availability of multiple CPG coatings.”
LiquiGlide co-founder and chairman of the board, and MIT professor, Kripa Varanasi, adds: “Packages containing viscous products are ubiquitous, and the waste and consumer frustration associated with traditional packaging formats are universal. As we work with leading CPG companies to bring about a new packaging paradigm, Tom’s years of experience and deep understanding of the strategy, marketing and business behind transformative packaging innovation will be invaluable.”
In addition to commercial availability of the new CPG coatings, the addition of Britanik and his CPG industry expertise adds to LiquiGlide’s recent momentum, including the closing of an additional $16 million in funding, expansion of its intellectual property portfolio with the awarding of three new patents, as well as the launch of its CleanTanX™ system for industrial and manufacturing applications.
“After decades of studying consumer behavior and the impact of packaging innovations, from small graphic design changes to major new form factors, I recognize the tremendous benefits LiquiGlide’s technology can have both for CPG companies and their customers,” says Britanik. “I look forward to working with CPG companies to leverage LiquiGlide’s innovative technology to create differentiated products that deliver the value and experience today's consumers and investors are demanding.”