Effective immediately, Chr. Hansen Natural Colors will now be known as Oterra, following a major rebrand to its identity.
The new name is 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”.
Despite the significant changes to the brand, the company’s ownership and staff have not changed.
In a statement on the company’s new website, the brand explained that it is still the same company, with the same people and the “same global presence and full palette of stable, vibrant natural colours”.
CEO, Odd Erik Hansen, said: “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.”
The new name is the latest in a string of announcements for the company which was acquired by investment organisation EQT in 2021.
In April 2021 the company announced its first strategic investment with the acquisition of SECNA Natural Ingredients Group S.L., a move that supports EQT’s strong growth plans for the company.
Cees de Jong, Oterra Board Chairman, commented: “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.”
Find out more at: www.oterra.com
