Plastic sheet and bag giant Hilex Poly and its suite of companies is getting a fresh face under the banner name of Novolex.

The change is effective immediately, the company announced Nov. 4, having already implemented the change on social media outlets such as Facebook.

The newly branded product lines include Hilex Poly, paper bag maker Duro Bag, food-grade and retail packaging maker Fortune Plastics and Novolex Custom Film and Bag, the film maker behind the the Accu-Stretch and Accu-Banner trade names as well as other precision engineered films and roll stock.

“Novolex's mission is to continue a tradition of leadership established by our historic brands in the areas of packaging choice, customer service, manufacturing innovation, quality and sustainability," said company chairman and CEO Stan Bikulege, who came on board to lead Hilex Poly in 2008. "The change signifies a number of great companies coming together under a new name focused on delivering value to our customers, suppliers and employees through broader product categories and markets."

Recycling and related programs, such as Hilex's Bag-2-Bag plastic bag and film recycling program will "remain part of the Hilex Poly brand and philosophy," the company said in the release, with Hilex Poly, like the other brands, operating as "Hilex Poly a Novolex brand."

The newly branded group is not in any way related to the European engineering consulting firm Novalex, the company confirmed.

Hilex, the South Carolina-based plastic bag manufacturer and recycler, announced in June that it acquired Duro Bag Manufacturing Co., the world's largest paper bag maker, for an undisclosed amount.