Mars Incorporated has been explaining the thinking behind the decision to unify its regional fish care businesses into the newly named Mars Fishcare operating unit.
The name change applies to products currently sold under the RENA, Aquarium Pharmaceuticals (API) and PondCare brands.
In a statement, the company says that this is part of Mars Incorporated's ongoing plans to unify its regional corporate brands under the single corporate brand, Mars.
By the end of 2007, with a few exceptions, all of the company's units operating in more than 65 countries will be referred to as Mars.
"A single corporate brand name will consolidate and leverage the credibility and goodwill that Mars has earned worldwide through its famous product brands," said Mars Global President Paul Michaels.
"By introducing a unified corporate brand name, Mars, we will reduce complexity, provide one point of reference and build greater awareness for our business."
The company's Fishcare units are currently known as Aquarium Pharmaceuticals Inc in North America and RENA France in Europe.