Veranova announces Cécile Maupas Now Directly Responsible for Bitrex Commercial Operations, Strengthening Veranova’s Commitment to Safety and Innovation

Veranova is proud to announce that Cécile Maupas, Senior Vice President and Chief Commercial Officer, now has direct oversight of Bitrex®, the company’s renowned brand of denatonium benzoate, the world’s most bitter substance. This appointment underscores Veranova’s commitment to advancing the role of Bitrex in promoting product safety and protecting children from accidental ingestion worldwide.

With this change, Cécile will lead the strategy, business development, and operational direction for Bitrex, further positioning the brand as an essential part of Veranova’s mission to safeguard consumers and provide value to its customers. Cécile’s extensive experience in commercial strategy within the pharmaceutical and biotech sectors and her deep expertise in contract development and manufacturing make her ideally suited to guide Bitrex in its next phase of growth.

Bitrex, a trusted aversive agent used to prevent accidental swallowing of harmful substances, is a crucial part of Veranova’s portfolio. By making household cleaners, automotive fluids, and other potentially hazardous products taste unpalatable, Bitrex helps deter children and others from ingesting toxic materials. As an example, Duracell adds a thin coating of Bitrex to their lithium coin batteries to discourage accidental swallowing by babies and toddlers.

This addition to Cécile’s remit will enhance Veranova’s focus on supporting global partners and customers to develop products that prioritize safety and innovation.

“I am thrilled to take on direct responsibility for Bitrex and work closely with the talented team driving this vital brand forward,” said Cécile Maupas. “Bitrex has an essential role in promoting child safety, and I look forward to collaborating with our partners to ensure its continued success in helping protect families around the world.”

This appointment reflects Veranova’s dedication to ensuring Bitrex remains a priority within its broader business strategy, recognizing its invaluable contribution to consumer protection and public health. As Veranova continues to expand its capabilities and impact globally, Cécile’s leadership will be instrumental in further integrating Bitrex as a key commercial and strategic focus.

About Bitrex

Bitrex® is the brand name for denatonium benzoate, the most bitter substance known to science. Manufactured by Veranova’s subsidiary Macfarlan Smith, Bitrex is used globally as an aversive agent to prevent accidental ingestion of harmful substances. Found in a wide range of products, including household cleaners, automotive fluids, and paints, Bitrex plays an important role in consumer safety.

Visit the Bitrex website to learn more.