Laticrete Launches New Grout Solutions

Words: Bronzella Cleveland

Laticrete reveals PLASMA, a “revolutionary” ready-to-use grout, and PERMACOLOR Select, the industry’s first dispersible pigment grout solution

Laticrete has added PLASMA™ to its extensive family of award-winning grout products.

Built on a new technology platform, PLASMA is crack and stain resistant, and does not require sealing, the manufacturer says. Further, Laticrete reports that PLASMA provides unmatched early strength development, easy workability, and superior stain resistance against mold and mildew in grout joints. PLASMA also provides a uniform color with no blotchiness or shading, and contains a non-yellowing UV-stable formula allowing for easy maintenance. Laticrete claims that PLASMA offers industry-leading physical performance and is cleanable to the original color.

“No other grout technology on the market can match PLASMA,” said Sean Boyle, director of marketing and product management. “Tile and stone professionals will undoubtedly be impressed by our new patent pending technology platform.”

PLASMA is available in one-gallon pails and in 20 popular LATICRETE grout colors. In addition, PLASMA comes in a translucent formulation for even more design possibilities. The purely translucent option allows light to pass through the grout.

Laticrete also announced the introduction of PERMACOLOR® Select, the industry’s first dispersible pigment grout solution with the largest, most consistent color range on the market in a cementitious system. The manufacturer reports that PERMACOLOR Select is the first product to innovate the business and logistics of grout, providing specific benefits to distributors and contractors alike.

PERMACOLOR Select comes in two parts: a Color Kit and the highly-engineered PERMACOLOR Select Base powder. The process of preparing the grout begins with the Color Kit’s dispersible pigment packets. When added to water, these packets dissolve like laundry or dishwasher packets. When the neutrally-colored PERMACOLOR Select Base is added to the pigment-water mix, a color-consistent grout is formed that does not require sealing.

The kits come in the widest color selection on the market, Laticrete says, including all 40 existing LATICRETE grout color options, as well as the top selling competitor colors. The base powder comes in 12.5lb and 25lb options.

“PERMACOLOR Select builds on the Laticrete tradition of innovation and is designed for virtually all types of residential and commercial installations, offering optimum performance on the most demanding exteriors or interior applications,” said Boyle. “It is the most unique product offered by Laticrete and promises to save distributors and contractors time and money while providing industry-leading performance.”

The benefits for distributors are unparalleled, the manufacturer says, as only two pallet spaces are needed for the PERMACOLOR Select Base and one shelf for the PERMACOLOR Select Color Kits. This saves dozens of pallet spaces in a warehouse by eliminating inventory of individual bags per each color stocked. “Not only have we developed a tremendous new grout solution, we have combined it with an incredible rapid fulfillment commitment, great stocking program for our dealers and distributors, and an aggressive marketing campaign,” said Boyle.

According to Laticrete, the logistical innovations of PERMACOLOR Select also enhance the contractor’s business by virtually eliminating batch-to-batch color variation; reducing grout inventory value, waste and breakage; reducing grout pallet space requirements; and expanding color availability and options.

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