Norwegian company JOTUN has launched a new paint called JOTASHIELD 2X UV PROTECTION which is not only good for consumers, but is also environmentally friendly. This product promises superior weather protection and alkaline resistance that is stronger than any other paint by a factor of two. 30 years of multi-colour pigment technology supports the advancement of JOTASHIELD as the brand with the best colour retention property. It offers consumers over 2,000 UV-safe, tintable colours. These colours were achieved by working with renowned architects and designers; particularly their selection of a desirable range of colours. JOTASHIELD claims lower Dirt Pick-Up. JOTUN clarifies that since the product uses a harder binder system, dirt and dust are easily washed off the surface, which translates to savings. That this product is said to be 100 percent Mercury and Lead Free, renders it environmentally friendly and non-hazardous, besides giving it anti-fungal and anti-algae properties.