USA – Oterra, a global leader in natural food and beverage colors, has strengthened its presence in the U.S. with the launch of a cutting-edge innovation, collaboration, and production hub in Mount Pleasant, Wisconsin.
The 155,000-square-foot facility consolidates the company’s innovation and application labs with manufacturing and logistics operations, to meeting the rising demand for natural colors in the market.
According to Oterra CEO Martin Sonntag, the new headquarters positions the company to cater to an increasingly health-conscious and environmentally aware consumer base in North America.
“The new facility is a direct commitment to the U.S. market. Oterra already has a strong foothold in North America, catering to the demands of an environmentally conscious and health-focused consumer base,” he explained.
“This puts Oterra in a great position to further support our customers in the conversion towards natural colors.”
The facility’s design includes an additional 40,000 square feet of expansion space for new color products and partner pilot production lines.
Customers and partners will also benefit from access to regulatory and application experts to develop or reformulate products with natural coloring solutions that meet consumer demands more efficiently.
Research conducted by the Natural Colors Association (NATCOL) earlier this year revealed that seven out of ten U.S. consumers favor natural colors in their food and beverage products, associating them with qualities such as “healthy,” “safe,” and “sustainable.”
However, U.S. labeling practices that only list color additives as “added color” have contributed to limited consumer understanding.
When natural color benefits were explained, the study noted a significant boost in consumer confidence and preference.
Commenting on these trends, Chari Rai, Head of Applications for North America at Oterra, highlighted the importance of aligning with evolving consumer expectations.
“Consumers are becoming more informed and intentional about the choices they make, seeking products that align with their desire for healthier lifestyles. This trend extends beyond nutritional value to include cleaner labels, natural ingredients, and sustainable sourcing,” Rai remarked.
Oterra’s new facility is set to play a pivotal role in enabling food and beverage companies to adapt to these market dynamics.
By providing comprehensive R&D capabilities, hands-on training, and customized collaboration opportunities, the company aims to support its partners in creating innovative products that stand out in the competitive landscape.
As regulatory shifts in several U.S. states further accelerate the transition away from artificial dyes, Oterra’s investment ensures its readiness to lead the natural colors market while fostering sustainable and health-focused product innovation.
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