Chr. Hansen Pure Colours adjustments its title to Oterra

Dive Transient:

  • Chr. Hansen Pure Colours, which was created as a standalone firm after its acquisition by funding agency EQT, is altering its title to Oterra, efficient instantly. In keeping with the corporate, the brand new title is impressed by the Latin phrase for “Earth.” 

  • The title change is supposed to mirror Oterra’s dedication to offering “meals that’s pure, genuine, protected and sustainable,” in keeping with an announcement. The 145-year-old enterprise is barely altering its title, and possession and staffing will keep the identical. 

  • The information comes shortly after Chr. Hansen Pure Colours acquired Secna Pure Substances, a Spain-based firm that makes crimson, purple and caramel colours from anthocyanins in grapes, black carrots, cabbage and beets. These current strikes assist reinforce the corporate’s give attention to sustainability.

Dive Perception:

After EQT’s acquisition of Chr. Hansen’s Pure Colours enterprise unit, it grew to become clear {that a} title change was essential for the brand new standalone firm to actually set up itself as a power within the section. On the time of the funding, EQT mentioned it will spend money on the pure colours division and bolster its digital infrastructure, sustainability capabilities and provide chain. 

“We’re now not a part of the Chr. Hansen group. The selection of a reputation that now focuses totally on the pure and what we’re all about was the pure alternative for us,” CEO Odd Erik Hansen informed Meals Navigator.

Cees de Jong, board chair, mentioned the relaunch as Oterra offers the corporate “a reputation and identification that encapsulates our goal and sustainable worth proposition. We see nice progress forward for Oterra and are assured the corporate will speed up its improvement beneath its new model.”

The pure meals coloration market may attain an estimated $1.77 billion this 12 months, in keeping with Zion Market Analysis. 

The title change comes only a few weeks after Chr. Hansen Pure Colours acquired Secna, which has a 6-year historical past working with pure crimson and purple pigments. EQT has mentioned it wished to develop the colour maker via acquisitions of different pure coloration corporations, because the market is very fragmented.

This title change may also give Oterra a novel identification because it jostles for enterprise in opposition to a crowded area of rivals. This contains big names comparable to Archer Daniels Midland and Danone Meals North America, which has a line of natural, sustainably sourced colours for meals and drinks, in addition to privately-owned gamers like Kalsec. 

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