Chr.Hansen Natural Colours unveils major rebrand as Oterra

Danish-based Chr. Hansen Natural Colours has confirmed a major rebranding exercise, with the company to be known as Oterra to reflect its sustainability focus, writes Neill Barston.

The business, which produces solutions for a broad range of segments including confectionery and bakery series, explained the change will be made with immediate effect.

As it noted, its revamped identity as Oterra, has been inspired by the Latin word for earth. The rebranding reflects the company’s commitment to provide the world with colours from natural sources, and contribute to food that is natural, authentic, safe and sustainable. The company confirmed that its ownership structure and staff have remained unchanged.

CEO, Odd Erik Hansen welcomed the rebranding. He commented: “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. 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.”

As the business added, its revamp will form part of a series of key announcements for the company, which was acquired by investment organisation EQT in 2021. This included last month’s plans unveiled to acquire SECNA Natural Ingredients Group S.L.

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.”

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