Lubrication Engineers Inc. (LE) 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 dominant product for years among users of diesel-powered construction vehicles, material handling equipment and over-the-road trucks.
Prominent products inevitably have competitors, so 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. The changes will also expand sales in the truck and passenger car marketplace. The brand updated the formulation to improve the end-user experience and collaborated with TricorBraun Design & Innovation Group to develop new packaging with a strong shelf presence.