Concrete is the main construction material and any improvement in its properties or performance will have a large economic impact. The most important problems associated with concrete are its durability and incompatibility of constituent materials. The durability problem is due to too much water in the concrete blend; this can be solved using an admixture that retains good workability at lower water content. This demands a good superplasticizer, SP, that is adapted to the chemistry of the system. In this project we will investigate the structure-function relation of SPs in concrete leading to: (i) an understanding of how SPs work and (ii) new tailored SPs ready for exploitation. This increases the possibility to incorporate industrial by-products and recycled concrete within the concrete with large environmental benefits. The project is very important to keep Europe at a leading position in the production of SPs.