Benjamin Moore Adds New Undercoater and Primer/Sealer to Its Premium Line of Fresh Start® Primers

MONTVALE, N.J.--(BUSINESS WIRE)--Mar 15, 2022--

Benjamin Moore, North America’s favorite paint, color and coatings brand, introduced Fresh Start Undercoater and Primer/Sealer, a new premium alkyd primer for interior surfaces that offers superior sealing and stain blocking.

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The newest addition to the Fresh Start line of primers, the Undercoater and Primer/Sealer flows and levels to a smooth finish and can be used over oil or latex paint. It offers excellent adhesion for any Benjamin Moore topcoat and can be sanded and recoated in just two hours. With outstanding enamel holdout and stain suppression, the Undercoater and Primer/Sealer is a great option for covering water stains, tannin bleeding, fingerprints and other common household stains.

“Along with proper surface preparation, creating the right foundation is the key to achieving a perfect paint job,” said Gina Tirella, Brand Manager at Benjamin Moore. “The Fresh Start Undercoater and Primer/Sealer is the ideal solution for interior jobs that require a high-quality undercoater that seals and blocks stains, enabling residential painters to quickly and effectively get the job done.”

The Benjamin Moore Fresh Start line of primers is designed to offer job-specific solutions that guarantee a pristine finish. The full line includes The High-Hiding All Purpose Primer, The Undercoater and Primer/Sealer, The All Purpose Primer, and The Deck and Siding Primer.

Most Fresh Start primers are available in white or a deep base, and retail availability for the full line varies based on regional VOC regulations. To learn more about Fresh Start or to locate a retailer near you, visit

About Benjamin Moore

Benjamin Moore Adds New Undercoater and Primer/Sealer to Its Premium Line of Fresh Start® Primers

Founded in 1883, Benjamin Moore is North America’s favorite paint, color and coatings brand. A leading manufacturer of premium quality residential and commercial coatings, Benjamin Moore maintains a relentless commitment to innovation and sustainable manufacturing practices. The portfolio spans the brand’s flagship paint lines including Aura ®, Regal ® Select, Ultra Spec ®, ben ®, ADVANCE ®, ARBORCOAT ® and more. Benjamin Moore is renowned for its expansive color collection of more than 3,500 colors, and its design tools for consumers and professionals alike, including the Benjamin Moore Color Portfolio® app. Benjamin Moore paints are available exclusively from 7,500 locally owned and operated paint, decorating and hardware retailers throughout the United States and Canada as well as 75 countries globally.

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Benjamin Moore



SOURCE: Benjamin Moore

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PUB: 03/15/2022 07:47 AM/DISC: 03/15/2022 07:47 AM