Bell Performance has a new name and brand identity as it celebrates 100 years in business.

Founded January 1, 1909, R.J. Bell developed the first fuel additive and then went on to create additives in 1927, perfecting the first additive formulations of his multi-functional gas additive, MIX-I-Go. By 1954 the first diesel additive, DEE-ZOIL was developed.

Today, Bell Performance (formerly Bell Additives) is a leading fuel supplements supplier in the marine, consumer and industrial markets. Bell Performance continues to look for ways to solve fuel and lubrication problems, and the company continues to pioneer the way with new products such as single-treat additives that are specifically designed for the consumer marketplace: gas, diesel and ethanol blends and engine oils.

By changing the name and brand identity to Bell Performance Inc., the family-owned company expects to position Bell as a “modern, aggressive, competitive and strong fuel and additives company that is looking forward to the future with courage and confidence,” says Glen Williams, vice president and general manager.

The logo change suggests a visual direction: “Up!”

Bell Performance is an independently owned and managed corporation headquartered in Central Florida.

For more information on Bell or its products call 407-330-7708.