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New range of all natural colors from Chr. Hansen

Press release -

New range of all natural colors from Chr. Hansen

Chr. Hansen introduces a new range of all natural colors for fruit preparations, dairy, and food and beverage applications for the US market.

After a successful roll-out in Europe of the ‘FruitMax®’ range of coloring foodstuffs, Chr. Hansen now introduces a series of FruitMax® solutions developed specifically for applications in the American food and beverage industries. The FruitMax® range for the US market, which includes seven shades from red to violet, are all processed from edible, natural sources such as fruits, vegetables, herbs, and spices. This origin allows food manufacturers to label the ingredients as color: fruit and/or vegetable concentrates.

“Historically, the US market demand for natural colors has not been as strong as the European market demand, but the past couple of years we have experienced a considerable increase in requests from US food manufacturers looking to replace artificial colors with natural alternatives,” states Kurt Seagrist, Chr. Hansen’s Senior Vice President of Colors.

“One specific sub-trend is the rising consumer demand for ‘clean label’ food products, meaning foods with few food additives listed on the product label. Particularly in the dairy segment we see many food product launches focusing on an “all natural” positioning. Using our FruitMax® colors, food manufacturers have the opportunity to ‘color food with food’ without making compromises in the appearance of the product. FruitMax® has a direct appeal to health-conscious global consumers who increasingly prefer food with natural ingredients. With FruitMax® there is a clear link to nature,” Seagrist concludes.


Chr. Hansen is a global bioscience company that develops natural ingredient solutions for the food, nutritional, pharmaceutical and agricultural industries. The products include cultures, enzymes, probiotics and natural colors, and all solutions are based on strong research and development competencies coupled with significant technology investments. Revenue in the 2013/14 financial year was EUR 756 million. The company holds a leading market position in all its divisions: Cultures & Enzymes, Health & Nutrition and Natural Colors. It has more than 2,500 dedicated employees in over 30 countries and main production facilities in Denmark, France, USA and Germany. Chr. Hansen was founded in 1874 and is listed on NASDAQ OMX Copenhagen.


Helle Rexen

Helle Rexen

Press contact Media relations officer +45 20 74 28 40

About us

Chr. Hansen is a global, differentiated bioscience company that develops natural ingredient solutions for the food, nutritional, pharmaceutical and agricultural industries. At Chr. Hansen we are uniquely positioned to drive positive change through microbial solutions. We have worked for over 150 years to enable sustainable agriculture, better food and healthier living for more people around the world. Our microbial and fermentation technology platforms, including our broad and relevant collection of around 50,000 microbial strains, have game-changing potential. Matching customer needs and global trends we continue to unlock the power of good bacteria to respond to global challenges such as food waste, global health and the overuse of antibiotics and pesticides. As one of the world’s most sustainable companies, we touch the lives of more than 1 billion people every day. Driven by our legacy of innovation and curiosity to pioneer science, our purpose – To grow a better world. Naturally. – is at the heart of everything we do.

Chr. Hansen Holding A/S
Boege Allé 10-12
DK-2970 Hoersholm