Cemex introduces EXTRA in Mexico

The company has introduced a new product to the market – EXTRA cement – the result of almost three years of research and development. EXTRA cement is specially designed at the molecular level to reduce cracking due to plastic contraction by up to 80 percent during the curing periods for concrete and mortars. This allows the contractor to give clients better quality results and to generate savings by avoiding the need to repair and seal cracks. It also creates a more manageable mix with better integration and cohesion.

“The development of this new product presented an interesting strategic challenge; Cemex could launch it as a new Premium product or substitute the product entirely, thereby achieving a product that is much better than what other companies can offer. We decided to pursue the latter and came up with the concept of EXTRA, which has now been incorporated into all our cement brands throughout Mexico,” said Ricardo Naya, commercial and marketing vice-president for Cemex in Mexico. Furthermore, there is no product currently available from Cemex or any other company that can avoid cracking due to land settling or seismic activity.

Cemex is constantly searching for innovations that allow it to develop new products with better attributes that contribute to the more efficient and cost-effective construction of structures, from small self-construction projects to high-scale infrastructure.

Cemex, www.cemex.com 

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