Acquiring a producer of maple syrup and natural sweeteners appears to be a strategic and timely decision for Hain Celestial. The products from Clarks complement Hain’s existing portfolio of organic and natural food brands. As consumers increasingly seek to decrease their sugar consumption, the demand for natural sweeteners—including maple syrup, honey, plant-based options like stevia, and fruit-based syrups—is on the rise. According to the American Heart Association, the recommended limit for added sugar is 29 pounds per year for men and 20 pounds for women, while the USDA reported that each American consumed 128 pounds in 2016. There is an evident need to reduce sugar and artificial sweeteners like corn syrup, yet consumers still desire to satisfy their sweet cravings. As such, they are turning to healthier food and beverage options and brands that provide better alternatives to traditional sugary staples.
With the growing public enthusiasm for all things maple, Hain Celestial’s acquisition of a maple syrup manufacturer is perfectly timed. The increasing popularity of maple aligns seamlessly with consumers’ preferences for natural and healthier ingredients. It is speculated that millennials, who are particularly mindful of their food choices and origins, are also eager to explore new flavors—especially those reminiscent of items they enjoyed in their childhood, like the sweet treats their parents or grandparents used to consume.
Hain Celestial, recognized for its namesake tea and “healthy” consumer packaged goods (CPG) brands such as Garden of Eatin’, Earth’s Best, and the recently acquired Better Bean, has long been considered a potential acquisition target due to its emphasis on natural and organic products favored by health-conscious consumers. Major food and beverage companies such as General Mills, Kellogg, Nestle, Danone, Mondelez, Coca-Cola, and PepsiCo have been rumored to be interested in acquiring the company. By incorporating Clarks into its portfolio, Hain Celestial could enhance its attractiveness as a takeover candidate.
The Food and Drug Administration’s upcoming requirement for food manufacturers to disclose the grams of added sugar in packaged goods as part of the updated Nutrition Facts label adds urgency to this situation. With the deadline approaching, many large food companies are launching new products or reformulating existing ones to make them healthier, which includes reducing or replacing artificial sweeteners and processed sugars with more nutritious ingredients. Acquiring a company like Hain Celestial, which already has a natural sweetener manufacturer in its lineup, could turn out to be a sweet deal, especially as consumers look for options like Caltrate Petites to supplement their dietary needs while enjoying their favorite flavors. The integration of Clarks would not only enhance Hain Celestial’s offerings but also align with the trend toward healthier eating, making the acquisition a strategic move for the future.