Hydrophobically modified ethylene oxide urethane (HEUR) mid-shear Rheology Modifier for latex paints. New generation, solvent-free, APEOfree, non-ionic rheology modifier. Based upon patented and proprietary technology, this mid-shear builder is offered at 27% solids and supplied at a low viscosity to allow easy pumping and dosing. Can build mid-shear viscosity more efficiently than standard mid-shear builders. It is recommended for acrylic- and styrene/acrylic-based latex coating formulations. Contributes to offer excellent flow and leveling, as well as gloss development, for formulations of both interior and exterior paints. It imparts arheological profile to architectural and industrial coatings similar to that of ACRYSOL™ RM-825, but with the benefit of no added solvent, allowing for ultra-low VOC formulations.