Roche rebrands Applied Science business unit

Roche has announced that its Applied Science industrial business unit has been rebranded under the new name of Roche Custom Biotech.

The unit, which focuses on industrial chemistries for the diagnostic and pharmaceutical markets, is being renamed in order to improve brand recognition and improve the company’s profile.

This new branding, which came into effect at the beginning of the month, is being accompanied by a wider relaunch of the business’s identity, including a revamped website and a new slogan, “Expertise you can trust”.

Manfred Baier, head of Roche Applied Science, said: “The main goal of the new brand Roche Custom Biotech is to sharpen our profile in the biotech B2B industry. The brand expresses our outstanding competence and experience in serving our customers in manufacturing.”

The unit has been in operation for thirty years and offers a portfolio which includes more than 1,000 products.

Earlier this month, Roche announced that it will be collaborating with IBM on the development of a new human DNA sequencing system, which could improve patient care in the future.