An APEO-free*, solvent-free*, hydrophobically modified ethylene oxide urethane (HEUR) rheology modifier. It is designed to offer high low-shear (Brookfield) viscosity with an extremely shear thinning rheology and excellent thickening efficiency. This rheology profile helps improve brush/roller loading, while offering good anti-drip properties, good in-can structure, and an excellent flow/sag balance.