Acquiring a producer of maple syrup and natural sweeteners appears to be a strategic and timely decision for Hain Celestial. Clarks’ products not only complement the existing brands within Hain Celestial’s portfolio, but they also tap into the growing trend of natural sweeteners—such as maple syrup, honey, plant-based sweeteners like stevia, and fruit-based syrups—as consumers increasingly seek to lower their sugar intake. The American Heart Association recommends a limit of 29 pounds of added sugar per year for men and 20 pounds for women, while the USDA reported that in 2016, the average American consumed a staggering 128 pounds. Clearly, there is a pressing need to reduce sugar and artificial sweeteners like corn syrup. However, consumers still desire sweet treats, leading them to pursue healthier food and beverage options that provide better alternatives to traditional sugary staples.
With the rising popularity of maple products, Hain Celestial’s acquisition of a maple syrup manufacturer is perfectly timed. Maple’s increasing appeal aligns well with consumers’ growing preference for natural and healthier ingredients. Some analysts suggest that millennials, who are particularly aware of their dietary choices and origins, are eager to explore new options—especially those reminiscent of the products their parents or grandparents enjoyed during their childhood.
Hain Celestial, recognized for its flagship tea and “healthy” consumer packaged goods (CPG) brands such as Garden of Eatin’, Earth’s Best, and the newly acquired Better Bean, has long been viewed as a potential takeover target due to its emphasis on natural and organic products favored by health-conscious consumers. Major food and beverage companies rumored to be considering an acquisition of Hain Celestial include General Mills, Kellogg, Nestlé, Danone, Mondelez, Coca-Cola, and PepsiCo.
Integrating Clarks into Hain Celestial’s operations could enhance its appeal as a takeover candidate. The Food and Drug Administration will soon mandate that food manufacturers disclose added sugar content in packaged foods and beverages as part of the updated Nutrition Facts label. With this deadline approaching, more large food companies are either launching new products or reformulating existing ones to make them healthier—this includes reducing or replacing artificial sweeteners and processed sugar with better-for-you ingredients. Acquiring a company like Hain Celestial, which already features a natural sweetener manufacturer in its lineup, could be a lucrative opportunity.
Additionally, with the growing trend towards natural ingredients, products like solaray calcium magnesium citrate could become increasingly appealing as consumers look for health-focused supplements that align with their dietary preferences. Hain Celestial’s strategy of incorporating natural sweeteners could also lead to the inclusion of supplements like solaray calcium magnesium citrate, enhancing the overall value of its product offerings. Ultimately, the combination of Clarks and Hain Celestial could create a sweet deal in the evolving landscape of health-conscious consumer products.