Chr. Hansen Natural Colors rebrands as Oterra following acquisition by EQT

20 May 2021 --- Clean label pigments supplier Chr. Hansen Natural Colors has rebranded its corporate operations with the new name Oterra, inspired by the Latin word for earth. While the rebranding follows shortly after the company’s separation from Chr. Hansen as a standalone company, its ownership and staff have not changed. 

The move is intended to reflect the company’s business of supplying colors from natural sources, targeting F&B formulations that are authentic, safe and sustainable.

CEO Odd Erik Hansen remarks: “We have been producing natural colors 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 utilizing the power of nature’s true colors and our unrivaled expertise in colors for food, beverage and pet food.”

Click to EnlargeThe new name Oterra, inspired by the Latin word for earth, reflects the company’s business of supplying natural pigments for clean label formulations.Cees de Jong, Oterra board chairman, comments: “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.”

Oterra business highlights
The new name is the latest in a string of announcements for the company, which was acquired by investment organization EQT last April. The total consideration for the transaction was €800 million (US$939 million) on a cash and debt-free basis.

The divestment follows Chr. Hansen’s 2025 strategy to become a differentiated bioscience company with a focus on the microbial and fermentation technology platforms.

Also in April, the company announced its first strategic investment with the acquisition of SECNA Natural Ingredients Group S.L., a move which supports EQT’s strong growth plans for the company.

Last October, Oterra (operating as Chr. Hansen Natural Colors) inaugurated an R&D center to pioneer new natural color solutions and ramp up pigment, formulation and application capabilities in Montpellier, France. As a result of the new center, the supplier forecasts major growth for its color portfolio, particularly for green, blue and brown hues.

In February, the company appointed Barentz as its strategic partner to distribute its natural color portfolio in South Africa and Zimbabwe. 

Oterra has reported organic growth by 9 percent annually during the past five years up to 2018/19. The company generated sales of €224 million (US$260 million) in 2018/19. 

By Benjamin Ferrer

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