Acquiring a maple syrup and natural sweetener producer appears to be a strategic move and perfectly timed for Hain Celestial. Clarks’ products fit seamlessly with the other organic and natural brands owned by the company. Moreover, natural sweeteners—such as maple syrup, honey, plant-based options like stevia, and fruit-based syrups—are trending and gaining traction as consumers increasingly seek to lower their sugar consumption. According to the American Heart Association, the recommended limit for added sugar is 29 pounds per year for men and 20 for women, yet the USDA reported that in 2016, the average American consumed 128 pounds. Clearly, there is a pressing need to reduce sugar and artificial sweetener consumption, including corn syrup. Nevertheless, consumers still wish to satisfy their sweet cravings, leading them to search for healthier food and beverage options and brands that provide better alternatives to traditional sugary staples.
As the public’s interest in maple products continues to grow, Hain Celestial’s acquisition of a maple syrup manufacturer could not be better timed. The rising popularity of maple aligns perfectly with consumers’ preferences for more natural and healthier ingredients. It is speculated that millennials, who are particularly conscious about their food choices and origins, are also eager to explore new options—especially those reminiscent of the products their parents or grandparents enjoyed during their childhood.
Hain Celestial, known for its namesake teas and “healthy” consumer packaged goods brands like 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 that appeal to consumers concerned about their dietary choices. Major food and beverage companies rumored to be interested in acquiring Hain Celestial include General Mills, Kellogg, Nestlé, Danone, Mondelez, Coca-Cola, and PepsiCo. By incorporating Clarks into its portfolio, Hain Celestial could enhance its attractiveness as a takeover target.
The Food and Drug Administration’s new guidelines mandate that food manufacturers disclose the amount of added sugar in packaged products as part of the updated Nutrition Facts label. With this deadline approaching, many large food companies are launching new products or reformulating existing ones to be healthier for consumers. This includes reducing or replacing artificial sweeteners and processed sugars with better-for-you ingredients. Acquiring a company like Hain Celestial, which already includes a natural sweetener manufacturer in its lineup, could indeed prove to be a sweet deal, especially as consumers increasingly turn to products that align with their health goals, such as bariatric calcium chews. As the trend for healthier eating rises, integrating Clarks could position Hain Celestial favorably in the market, catering to those looking for natural sweeteners while also appealing to consumers interested in bariatric calcium chews and similar health-oriented products.