MVP Product Launch Portal

Learn more about latest innovative products from LATICRETE. Launching in February of 2023, these new additions are designed to help increase your productivity and provide a safer installation for you and your customers.

PERMACOLOR® Grout

This high-performance cement grout is getting a new and improved formula.

• 20% increased strength*  
• 30% enhanced stain resistance* 
• Formulated without sand^‡ 
• 2-year shelf life 

These changes are designed to provide an overall better experience for the installer, and long-lasting results for the customer. PERMACOLOR® Grout will no longer require sealing, and be among the first LATICRETE® products to come in our new, premium packaging.

*Compared to original PERMACOLOR Grout formulation.

‡ OSHA action level set forth in OSHA’s Respirable Crystalline Silica (RCS) standard for construction, 29 CFR 1926.1153, as certified by an independent laboratory to be below the OSHA action level for respirable crystalline silica - see www.laticrete.com/silica

PERMACOLOR Select

Our highest performing cementitious grout is now new and improved.  

• 20% increased strength** 
• 20% enhanced stain resistance** 
• Formulated without sand^‡
• 40% less packaging in a new 10lb bag
• Color kits sold in singles and cases of 20 in 100% compostable bags  

PERMACOLOR Select will also offer an expanded, 2-year shelf life and color kits will now be sold as both singles and in cases of 20 for easy stocking and inventory control. And with the ANYCOLOR™ program, you can stock your own grout colors and match the palettes of BEHR®, Benjamin Moore®, Sherwin-Williams® and PANTONE®†. PERMACOLOR Select and color kits will be among the first products to receive our new, premium packaging.

**Compared to original PERMACOLOR® Select formulation.

‡ OSHA action level set forth in OSHA’s Respirable Crystalline Silica (RCS) standard for construction, 29 CFR 1926.1153, as certified by an independent laboratory to be below the OSHA action level for respirable crystalline silica - see www.laticrete.com/silica

†Benjamin Moore®, Sherwin-Williams®, BEHR® and PANTONE® are not affiliated with the PERMACOLOR Select product line and or LATICRETE.

HYDRO BAN® Bonding Flange & Tile-In Drain

Redesigned and streamlined with direct feedback from installers in the field, our next generation of bonding flanges and tile-in drains are intended to work with a greater number of tile types, sizes, and  thicknesses. 

Whether used for a mud installation, or in conjunction with preformed components like those found in the HYDRO BAN® Shower System, these new improvements are aimed at providing the best installer experience. Available in three different finishes plus a tile-in version, the HYDRO BAN Bonding Flange and Tile-In Drains will now also be available in contractor 10 packs for added convenience.

Air Barrier C3

The newest solution to changing building codes and complex wall systems – LATICRETE® Air Barrier C3.  Air Barrier C3 gives you a new option for your customers, creating a continuous class 3 air barrier in an easy single coat application.

Compatible with a wide variety of installation methods and designed to meet the latest building codes, Air Barrier C3 can greatly improve a building's efficiency, providing long-term energy savings over the life of the structure.

When used alongside the LATICRETE Masonry Veneer Installation System (MVIS™), you can supply installers with the industry's most comprehensive system solution for thin veneer masonry installations, all backed by a best-in-class warranty. 

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