Newly independent business Flavor Specialty Ingredients has rebranded to Natara, marking its ambition as a standalone business.
Under new ownership – IFF sold Flavor Specialty Ingredients to UK-based private equity firm, Exponent in August this year – the new brand identity is designed to reflect the aspirations for the new business.
Natara says its new name signals that it is “ready to deliver on its ambition for the future, providing a platform for a fresh, distinctive approach that best conveys its customer proposition”.
Since the acquisition closed in August, Natara has set out a refreshed strategy to deliver on its goal of being the partner of choice to the flavour and fragrance industry. Its refreshed strategy will be accelerated by investment from its new owners to deepen and broaden capabilities, improve the supply chain and expand and upskill teams, all which position the business to better meet evolving customer needs.
The business’s branded collateral is in the process of being transferred, and its new website is under development and will be found at www.natara-global.com.
Yoram Knoop, CEO at Natara, said: “Our business is opening a new chapter in its history, a milestone we wanted to mark with a new name: Natara. Creating a strong brand identity and developing a new growth strategy demonstrates the momentum we are building as a standalone business. With a brand proposition that is fit for purpose, we are better positioned to meet the evolving needs of our growing customer base, in turn delivering on our vision for the future: to be the leading global independent manufacturer of naturals and aroma chemicals and partner of choice to the flavour and fragrance industry.”
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