Almost all Europe's urea manufacturers will be producing AdBlue.

In the vanguard of AdBlue supply to European customers are Dureal (Univar), GreenChem, both based in the Netherlands, and Air 1 (a partnership between urea producer Yara and the distributor Brenntag). As well as launching pilot AdBlue filling stations at fleet refuelling depots, truck stops and public forecourts, all three are forging agreements with oil companies to expand availability at public service stations over the next two to three years.

Other producers and distributors have teamed up to focus initially on a single country, e.g. Blue Sky in Germany (a partnership between SKW Piesteritz and KRUSE Chemie KG) and BlueCat in the UK (created by J&H Bunn).