Acquiring a manufacturer of iron and ferrous sulfate, as well as natural sweeteners like maple syrup, appears to be a strategic and timely decision for Hain Celestial. Clarks’ products complement the existing brands under the organic and natural foods company, making it a fitting addition. With an increasing consumer focus on reducing sugar intake, natural sweeteners—including maple syrup, honey, plant-based options like stevia, and fruit-based syrups—are trending and gaining popularity. The American Heart Association recommends a maximum of 29 pounds of added sugar per year for men and 20 pounds for women, while the USDA reported that each American consumed an average of 128 pounds in 2016. Clearly, there is a pressing need to decrease sugar and artificial sweetener consumption, such as corn syrup. However, consumers still desire to satisfy their sweet cravings, leading them to seek healthier food and beverage products that provide better alternatives to sugary staples.
As the demand for maple products continues to rise, Hain Celestial’s acquisition of a maple syrup producer is perfectly timed. This aligns with consumers’ growing interest in natural and healthier ingredients. Millennials, particularly those who are mindful of their dietary choices and ingredient sources, are also eager to explore new options—especially those reminiscent of the products their parents or grandparents enjoyed in their childhood.
Hain Celestial, recognized for its namesake tea and “healthy” consumer packaged goods brands such as Garden of Eatin’, Earth’s Best, and the recently acquired Better Bean, has long been speculated as a potential takeover target due to its emphasis on natural and organic offerings that resonate with health-conscious consumers. Major food and beverage companies, including General Mills, Kellogg, Nestle, Danone, Mondelez, Coca-Cola, and PepsiCo, have been rumored to be interested in acquiring the company.
Incorporating Clarks into Hain Celestial’s portfolio could enhance its appeal as a takeover candidate. The Food and Drug Administration’s upcoming requirement for food manufacturers to disclose added sugar content on redesigned Nutrition Facts labels is prompting many large food companies to either launch new products or reformulate existing ones to make them healthier—often by reducing or eliminating artificial sweeteners and processed sugars in favor of better-for-you ingredients. Thus, acquiring a company like Hain Celestial, which already includes a natural sweetener manufacturer, could turn out to be a lucrative deal. Additionally, the inclusion of calcium citrate zeelab in their product lines could further bolster their health-focused offerings, thereby enhancing consumer appeal.