Oterra, a global leader in natural colors for the pet food industry, has opened its new innovation, collaboration and production hub in Mount Pleasant, Wisconsin. The 155,000-square-foot (14,400-square-meter) facility will serve as the company's U.S. headquarters, consolidating its innovation and application labs with new manufacturing and logistics capabilities to meet the growing demand for natural food coloring.
“The new facility is a direct commitment to the U.S. market,” said Oterra CEO Martin Sonntag. “Oterra already has a strong foothold in the North American market, catering to the demands of an environmentally conscious and health-focused consumer base. This puts Oterra in a great position to further support our customers in the conversion towards natural colors.”
The facility includes additional space for future expansion, with 40,000 square feet (3,716 square meters) designated for new color products and potential partner pilot production lines. Customers and partners will be able to collaborate with Oterra’s regulatory and application experts on product development and reformulations aimed at meeting consumer demand for natural, health-conscious products.
Growing consumer demand for natural colors
The Natural Colors Association (NATCOL) released a study in May 2024 examining U.S. consumer perceptions of food coloring. While color ranked lower in awareness compared to other product attributes like taste or price, seven out of 10 consumers expressed a clear preference for natural food colors, associating them with positive attributes such as "healthy," "safe" and "sustainable."
Chari Rai, Oterra’s head of applications for North America, highlighted the growing influence of health and wellness trends on consumer choices. “Consumers are becoming more informed and intentional about the choices they make, seeking products that align with their desire for healthier lifestyles," said Rai. "This trend extends beyond just nutritional value to include cleaner labels, natural ingredients, and sustainable sourcing. Additionally, regulatory changes in certain states are expected to further accelerate the demand for products that limit or eliminate the use of artificial dye.”
Oterra said its expanded facility reflects the company’s focus on supporting this market shift. “We pride ourselves on making natural colors easy for customers,” Rai said. “Besides having the widest range of natural products, we can offer our customers world-class R&D and application labs, hands-on training, and team inspiration events that can help food and beverage companies stand out in the market.”
Based in Denmark, Oterra provides naturally-sourced colors worldwide for food, beverage, dietary supplements and pet food. The company has two plants in the U.S. employing around 130 people.
Adapted from a press release.
