Flavour Specialty Ingredients rebrands to Natara
Flavour Specialty Ingredients has announced it is rebranding to Natara as a newly-independent business.
Under new ownership and with a refreshed strategy as a standalone business, Flavour Specialty Ingredients (FSI) said the new brand identity will better reflect the aspirations for the business.
The new name signals that Natara is ready to deliver on its ambition for the future, providing a platform for a fresh, distinctive approach that best conveys its customer proposition.
Natara is a $100m global manufacturer of natural and aroma-chemical ingredients with a specialist team of over 350 people around the world. It provides the global flavour and fragrance industry, serving around 1,000 clients across Europe, Americas and Asia.
Since being acquired by Exponent in August 2023, Natara has set out a refreshed strategy to operate as a standalone business and deliver on its goal of being the partner of choice to the flavour and fragrance industry.
This vision is underpinned by Natara selecting a world-class team and strong culture, a focus on quality ingredients, and continuously improving its customer service. Natara’s refreshed strategy will be accelerated by investment from its new owners to deepen and broaden capabilities, improve the supply chain, expand and upskill teams, positioning the business to better meet evolving customer needs.
The business undertook a thorough piece of work to develop the new brand identity and a set of refreshed values, which it is looking forward to taking to customers, employees and other stakeholders. All branded collateral is in the process of being transferred, and the group’s new website is under development and will be found at www.natara-global.com.
Yoram Knoop, chief executive officer at Natara, noted the commencement of a new chapter in the business’s history.
“A milestone we wanted to mark with a new name: Natara,” he added. “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 & fragrance industry.”
