Acquiring a manufacturer of maple syrup and natural sweeteners appears to be a strategic move at the right moment for Hain Celestial. The products from Clarks align seamlessly with Hain’s existing portfolio of organic and natural food brands. Natural sweeteners, including maple syrup, honey, plant-based options like stevia, and fruit-based syrups, are gaining traction as consumers increasingly seek to lower their sugar consumption. According to the American Heart Association, the recommended added sugar intake is 29 pounds per year for men and 20 pounds for women, while the USDA reported that each American consumed 128 pounds in 2016. Clearly, the nation needs to reduce its sugar and artificial sweetener intake, such as corn syrup. However, consumers still wish to satisfy their sweet cravings, prompting them to seek healthier food and beverage options.
With the rising interest in maple products, Hain Celestial’s acquisition of a maple syrup producer couldn’t be better timed. Maple’s growing popularity aligns with consumers’ desire for more natural and healthier ingredients. Many believe that millennials, who are particularly mindful of their diet and sourcing of food, are eager to explore new options—especially those reminiscent of products their parents or grandparents enjoyed.
Hain Celestial, recognized for its flagship tea and its “healthy” consumer packaged goods brands such as Garden of Eatin’, Earth Balance, and the recently acquired Better Bean, has long been considered a potential acquisition target due to its focus on natural and organic products that appeal to health-conscious consumers. Major food and beverage corporations rumored to be interested in acquiring the company include General Mills, Kellogg, Nestlé, Danone, Mondelez, Coca-Cola, and PepsiCo.
Incorporating Clarks into Hain Celestial’s offerings could enhance its appeal as an acquisition target. The Food and Drug Administration is set to mandate that food manufacturers disclose the grams of added sugar in packaged foods and beverages as part of the revised Nutrition Facts label. With this 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 better alternatives. Acquiring a company like Hain Celestial that already has a natural sweetener manufacturer in its portfolio could prove to be a lucrative opportunity.
In addition, the integration of products that contain calcium magnesium, such as the Kirkland brand, could complement Hain Celestial’s offerings. As consumers increasingly prioritize health, the demand for products featuring essential minerals like calcium and magnesium is likely to rise, making the acquisition even more strategically beneficial. By focusing on these trends, Hain Celestial can strengthen its market position while appealing to a health-conscious consumer base.