Mit der 'Beton-Emulsion', einer Neuentwicklung zur Verbesserung der Hafteigenschaften von zementären Mörteln, gelang den Gründern Karl Strehle, Ingenieur in Augsburg, und Hans W. Schulz, Kaufmann in Frankfurt, bereits 1951 der erfolgreiche Markteinstieg. Der Mörtel-Zusatz war der passende Baustoff für die Wirtschaftswunderjahre und machte noch 1954 ca. 75 Prozent des Gesamtumsatzes des Unternehmens aus.
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