New Call Telecom has relaunched its home broadband service under a new name.
The telecoms operator has ditched its Primus Saver brand in favour of a new identity: Fuel Broadband.
According to firm, the change - which takes effect today (Wednesday October 1st) - is part of its business growth evolution and commitment to customer service.
It said Fuel Broadband will reflect what customers want from a telecoms and broadband supplier, in terms of honesty, simplicity and transparency.
"As well as providing efficient and best-value products, it adds clarity to its services, empowering its users," New Call stated.
"Fuel meets the changing requirements of the broadband consumer, with great value and straightforward packages allowing the user to 'add on' any services they require instead of complicated and expensive bundles and packages."
Nigel Eastwood, Chief Executive at New Call Telecom, said the firm's customers - and their needs - are at the heart of everything the company does.
He noted that Fuel Broadband has been borne out of its many conversations with subscribers, who want simplicity and transparency in their choice of broadband supplier.
Mr Eastwood claimed that Fuel will "power" customers' digital lives and simplify their internet experience, by providing a service that works quickly and cost-effectively.
"We are very excited about Fuel as the latest innovation by New Call and the next stage of our growth," he added.