Chr. Hansen Natural Colors has announced that it is changing its name to Oterra, effective immediately.
The rebrand follows the business’s acquisition by investment firm EQT earlier this year and establishment as a standalone company.
The new name for the former Chr. Hansen division is said to be inspired by the Latin word for earth.
Oterra says that the rebranding reflects its commitment to provide the world with colours from natural sources and to “contribute to food that is natural, authentic, safe and sustainable”.
“We have been producing natural colours for more than 145 years now – our new name and brand identity are rooted in this proud heritage and reflect our belief that nature provides the best ingredients,” said Oterra CEO, Odd Erik Hansen.
“We help our customers meet the increasing global consumer demand for natural products by utilising the power of nature’s true colours and our unrivalled expertise in colours for food, beverage and pet food.”
Cees de Jong, Oterra board chairman, added: “The board is very excited about the relaunch as Oterra – a name and identity that encapsulates our purpose and sustainable value proposition.
“We see great growth ahead for Oterra and are confident the company will accelerate its development under its new brand.”
Last month, the company announced its acquisition of food and beverage colours provider, Secna Natural Ingredients Group.
By Antonia Garrett Peel
Source: foodbev.com
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