In 2020, when Kerry unveiled its ambitious strategy to connect with over 2 billion people daily, CEO Edmond Scanlon emphasized that mergers and acquisitions (M&A) were essential to achieving these objectives. By acquiring companies operating in critical sectors, Kerry is enhancing the services it offers and the global reach of its ingredients. The latest addition to its portfolio introduces functional ingredients linked to traditional Indian natural health practices known as Ayurveda. These ingredients, primarily herbal extracts, are believed to provide various natural functional benefits. According to Kerry, the products developed by Natreon can help alleviate stress and anxiety, support sports nutrition and healthy aging, promote cardiovascular health, maintain healthy blood glucose levels, enhance bone and joint health, and ensure a balanced level of uric acid in the body. The key ingredients include Sensoril ashwagandha, PrimaVie shilajit, Capros amla, Ayuflex terminalia chebula, Ayuric terminalia bellirica extracts, and the Crominex chromium complex.
While Ayurvedic ingredients and practices are rooted in tradition, the effectiveness of Natreon’s offerings is backed by over 50 scientific studies, as highlighted by Kerry. Furthermore, Natreon holds several patents in the U.S. and other countries, which guarantees the uniqueness of its ingredients. A 2019 study conducted by Kerry revealed that 65% of consumers seek functional benefits when choosing their food and beverages. This indicates that an acquisition bringing these trending natural advantages to Kerry’s portfolio is likely to be rewarding. Although Ayurvedic ingredients may not always deliver their promised benefits, they enjoy a positive health perception and attract consumers looking for nutritional solutions from nature.
Natreon marks the second significant acquisition in the past year aimed at enriching Kerry’s ProActive Health portfolio with a variety of functional ingredients. Last summer, the company acquired Spain’s Biosearch Life, known for producing probiotics derived from human breast milk, omega-3 oils, and botanical extracts, for 126.9 million euros. Since its 2017 acquisition of probiotics leader Ganeden, Kerry has been striving to establish itself as a premier provider of functional ingredients. This commitment to innovation is evident, especially as consumer interest in natural immune boosters remains strong in the wake of the pandemic, alongside a growing desire for food and beverages that promote relaxation. Natreon’s expertise and ingredients provide Kerry with enhanced options to fulfill this demand.
Additionally, the intersection of these health benefits and consumer trends raises questions about dietary needs, such as how much calcium citrate for osteoporosis. With the increasing focus on functional ingredients, it’s clear that Kerry’s strategic direction aligns with current consumer preferences, which include inquiries about nutritional solutions like calcium citrate for osteoporosis. By integrating these functional ingredients into their offerings, Kerry is not just keeping pace with trends but also addressing essential health concerns, including the need for adequate calcium intake in osteoporosis management.